COURSE OUTLINE – BRAND MANAGEMENT

Name of Course (Course Code)

Brand Management (L2M12)
(Use a separate outline template for each course)

SECTION 1 – GENERAL INFORMATION

Administrative Details
Course Duration Level Course Coordinator/s
(for example,
introductory,
intermediate, advanced
level, 1st year, 2nd
year, 3rd year)
2 Year PGDM Term III and IV Level-2 Prof. Anand Narasimha

Core or elective course

Indicate if the Course is a
☐Core Course
☒Elective Course
☐Other (please specify below):

Course Weighting
Using the table below, indicate the credit point weighting of this Course and the credit point total for the course
of study (for example, 03 credit points for the Course and 109 credit points for the program of study).
Course credit points Total course credit points of the program
02 credit points 109 credit points

Student Workload
Using the table below, indicate the expected student workload per week for this Course.
No. of timetabled hours per No. personal study hours per Total workload hours per
week* week**(including Group Work) week***
150 minutes 180 minutes 330 minutes
* Total time spent per week at lectures, tutorials, practicum and other engagements etc.
** Total time students are expected to spend per week in studying, completing assignments, etc.
***That is, * + ** = workload hours.

1
Delivery Mode
Tick all applicable delivery modes for the Course:
☒Face to face on site
E-learning (online)
☐Intensive (provide details)
☐Block release (provide details)
Work-integrated learning activity
☐Mixed/blended
☐Distance/independent learning

☒Full-time
☐Part-time
☐External
☐Fast track (provide details)
☐Other (please specify)
Pre-requisites and Co-requisites
Are students required have undertaken a prerequisite or co-requisite Course for this Course?
☐Yes
☒No
If YES, provide details of the prerequisite or co-requisite requirements below.

Other Resource Requirements

Do students require access to specialist facilities and/or equipment for this Course (for example, special
computer access, and physical education equipment)?
☐Yes
☒No
If YES, provide details of specialist facilities and/or equipment below.

Career Track
The course enables students to acquire in-depth understanding of managing brands across categories, with an
Indian and Global perspective, in a ‘phygital’ world. It is designed for students who wish to build careers in
Marketing & Sales, Brand Management, Digital Marketing or MARCOM, that involve working with and
navigating brands.

On successful completion of the course a student should be able to:

1. Describe and integrate fundamental concepts, ingredients and frameworks of branding
2. Design and construct models of Brand Visioning and Architecture
3. Create and develop innovative Brand Strategies and analyse Brand Health
4. Appreciate and apply ideas on how branding has transformed for Industry 4.0

Alignment with Learning Goals and Learning Objectives

GLGs General Learning Goals (GLG) LOs Learning Objectives (LO)

GLG 1 Effective Communication & Teamwork 1.3 Teamwork
4.1 Problem Framing
GLG 4 Problem Solving 2 4.2 Evaluation of Alternatives
4.3 Feasible Solutions
GLG 6 Functional Knowledge 6.1 Knowledge of Business Function
 SECTION 2 – ACADEMIC DETAILS

Learning Outcomes for Assessment Tasks

Course
Type * When assessed – Weighting
(see examples noted below this table) year, session and (% of total marks
week for Course)
(for example,
year 1, semester
1, week 1)

1. Describe and integrate Class Test- Written After Module-1 20 %

fundamental concepts,
ingredients and frameworks
of branding

2. Design and construct Team Exhibit Presentation- on After Module-2 20 %

models of Brand Visioning creating Branding & developing and during
and Architecture + 3. Create Brand Strategy for a New Product Module-3
and develop innovative Brand Idea
Strategies and analyse Brand
Health

4. Appreciate and apply ideas Team Presentation- on Brand Report After Module-3 20 %
on how branding has Card Analysis of a New-Age Brand
transformed for Industry 4.0

End Term Exam End of Course 40 %

Total 100%

Session Wise Details

Session Topic Pedagogy Pre-session Readings

Module 1: Brand Fundamentals

Learning Objectives
1. Define a brand and analyse ‘what makes a brand’
2. Assess ‘business impact of brands & brand valuation’
3. Construct ‘brand benefit ladder’ and develop ‘benefits maps’
4. Map the ‘total impression of a brand’
5. Apply ‘brand positioning’ formats
6. Analyse ‘brand personality’ archetypes
7. Construct ‘brand anatomy’ models
8. Assess and analyse ‘brand loyalty’

1 Introduction to the Course; What is a brand? Interactive ‘What is a Brand?’- JWT

Checklist of what makes a brand lecture; Class Video
discussion
2 Business impact of brands and brand valuation; Interactive ‘Brand Valuation: A Strategic
world’s most valuable brands- video lecture; Class Tool for Business’-
discussion Interbrand Article

3
Session Topic Pedagogy Pre-session Readings

3 Brand benefits; Benefit laddering; Benefit Interactive ‘How Brands Differentiate’-

mapping-analysing POPs & PODs lecture; Class Article
activity
4 Total impression of a brand- primary & Interactive ‘When Avis Tried Harder’-
secondary associations; Brand Positioning- lecture; Case Case
types, formats discussion and
Class activity
5 Brand Personality- brand identity- semiotics & Interactive ‘Demystifying Brand
sensorials, The 12 archetypes lecture; Class Personality’- Amicus Group
discussion Whitepaper

6 Brand Anatomy- human body analogy, Interactive ‘Burn-Brand Identity &

Kapferer Brand Prism lecture; Case Personality’- Case
discussion and
Class activity
7 Brand Loyalty- types, usage profiles, Brand Interactive ‘Diesel: Be Stupid’- Video
Dynamics-loyalty pyramid, loyalty under threat lecture; Case Case
discussion

Module-2: Brand Visioning & Architecture

Learning Objectives:
• Create a ‘purpose driven’ brand
• Design and apply models of ‘brand architecture’ and ‘brand extensions’
• Develop ‘brand concepts’

8 Brand Purpose- humankind brands; Holistic Interactive ‘Branding with the Enemy’-
Branding; Brand Ideal-enemy-stand-mantra lecture; Class Article
construct; CBBE model discussion and
activity
9 Brand Architecture- branding routes, brand Interactive ‘Brand Architecture: From
extension routes, brand extension strategies, lecture; Class Chaos to Clarity’-Article
types of brands based on portfolio extension, discussion and
master brand temple activity

10 Developing Brand Concepts- how to write a Interactive ‘Drilling for Insights’- Article
product/brand concept lecture; Class
activity

Module 3: Brand Strategy & Planning

Learning Objectives
• Develop a ‘brand key’ (strategic blueprint)
• Set ‘brand growth objectives’
• Diagnose the ‘brand marketing funnel’
• Understand how to ‘refresh & reposition’ brands
• Make a ‘brand plan’
• Assess ‘brand health'
• Understand how to transform brands into ‘Lovemarks’
• Understand ‘Branding 4.0’ for Industry 4.0

11 Unilever Brand Key- strategic blueprint; Brand Interactive ‘SPINZ: Brand Strategy
growth objectives; Brand marketing funnel lecture; Class Guide’- Booklet PDF
analysis; discussion and
activity
12 Points of differentiation; Brand Repositioning- Interactive ‘Refresh Your Brand in 5
contexts, types; 5-step process of Brand lecture; Class Simple Steps’- Article

4
Session Topic Pedagogy Pre-session Readings

Refreshment discussion and

activity
13 Making a Brand Plan; Brand Report Card- tool Class ‘The Brand Report Card’-
for assessment of brand health; Brand Asset discussion and HBR Article
Valuator (BAV) activity ‘Brand Deep Dive Analysis’-
PDF
14 Lovemarks- the future beyond brands; brand Interactive Browse
user relationships lecture; Class www.lovemarks.com
discussion and
activity
15-16 Branding 4.0- new mantras for brand Interactive ‘Artificial Intelligence for
marketing lecture; Class Brands’-PDF
discussion

Prescribed and Recommended Readings

Reference Text
1. Strategic Brand Management, by Kevin Lane Keller, M.G Parameswaran, Isaac Jacob, Pearson
Publication-latest edition
2. Brand Management, by Mahim Sagar, Deepali Singh, D.P Agarwal, Achintya Gupta, Ane Books Pvt Ltd.

Recommended Reading
1. ‘What is a Brand?’- JWT Video
2. ‘Brand Valuation: A Strategic Tool for Business’- Interbrand Article
3. ‘How Brands Differentiate’- Article
4. ‘When Avis Tried Harder’-Case
5. ‘Demystifying Brand Personality’- Amicus Group Whitepaper
6. ‘Burn-Brand Identity & Personality’- Case
7. ‘Branding with the Enemy’-Article
8. ‘Brand Architecture: From Chaos to Clarity’-Article
9. ‘Drilling for Insights’- Article
10. ‘SPINZ: Brand Strategy Guide’- Booklet PDF
11. ‘Refresh Your Brand in 5 Simple Steps’- Article
12. ‘The Brand Report Card’- HBR Article
13. ‘Brand Deep Dive Analysis’-PDF
14. www.lovemarks.com
15. ‘Artificial Intelligence for Brands’-PDF

Video Cases
1. DIESEL: ‘Be Stupid’
2. FEBREZE
3. TOURISM AUSTRALIA
4. DOVE
5. GILLETTE
6. APPLE
7. SNICKERS