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MKT - 501 - Brand Management PDF
MKT - 501 - Brand Management PDF
1. Course Overview
The role of brands has changed over a period of time, from just being a source of differentiation to a source
of trust and promise, from a necessity to a friend and a close aide. Brands have come way ahead from
mere ‘trademarks’ to ‘trust-marks’. The course shall help a student to address pertinent questions on
brands viz. hoe to create a brand, how to identify and handle factors affecting success of brands at
marketplace, how to launch a brand, how to decide the brand elements, how to create strong brands at
marketplace, how to measure the success of brands, how to ensure higher customer engagement. The
students will be required to apply the core marketing concepts of segmentation, targeting and positioning
etc. and create a suitable offering for the selected segment.
Key concepts: Brand Awareness, Brand Associations, Brand loyalty, Brand Identity, Brand
Performance Measurement (qualitative and quantitative), Brand Value Chain, Brand Leadership
Matrix, Brand hierarchy, Power Grid.
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List of PLOs
CLO 1 X (M)
CLO 2
X (M)
CLO 3 X (M)
CLO 4 X (M)
List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative
GA 1 GA 2 GA 3 GA 5 GA 6 GA 7 GA 8
GA 4
CLO 1
X
CLO 2
X X
CLO 3
X X
CLO 4
X X X
* PLOs, CLOs & GAs stand for Programme Level Outcomes; Course Level Outcomes & Graduate Attributes, respectively.
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4. Prescribed VED framework
Book/References
A) Jean Noel Kapferer, “The New Strategic Brand Management”, Kogan Page, South Asian
Edition, 2004.
B) Kevin Lane Kelle, M.G. Parmeswaran and Issac Jacob “Strategic Brand Management”
Edition, Pearson Prentice Hall (KLK)
C) Jean-Marc Lehu, “Brand Rejuvenation”, Kogan Page, 2006.
D) Paul Temporal, “Advanced Brand Management”, John Wiley and Sons, 2002.
E) Verma V Harsh, “Brand Management”, 2nd Edition, Excel Books, 2002.
F) S. Ramesh Kumar, “Managing Indian Brands”, 2nd Edition. Vikas Publishers, 2002.
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Internet Resources:
http://www.superbrandsindia.com/
http://www.interbrand.com/en/Default.aspx
Others/Key Readings: The course discusses brand related articles published in supplements of
business newspaper on weekly basis.
6. Assessment Tasks
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The students are also required conduct a
small survey with their customers to cover
their perspective as well.
4 Case Based Assignment Case depicts a situation covering the business 20% CLO 2
environment, competitors and status of brand and CLO
in question. The students are expected to 3
analyse the crucial business environment of
the brands. The information about the
competitors should be used to identify their
offering and suggest some differentiating
points or unique attributes which may be
leveraged by the brand.
Based on the information given students are
expected to select a target segment, and apply
core concepts in creating a brand identity and
other aspects affecting brand success.
Further, students are expected to suggest
communication plan to ensure that the
offering reaches the selected customer
segment effectively and efficiently.
Depending on information available
adequate emphasis should be given to
designing and integrating the various
elements of marketing mix like product,
place, price, promotion, people, process and
physical evidence and also highlight crucial
inter-linkages (if any) affecting the success of
brand in marketplace.
Case is given to students in groups which
provides an opportunity to students to apply
the conceptual framework, evaluate and
analyse the information provided.
Based on situation the students are expected
to create a suitable solution to strengthen the
brand.
5 End Term It will be based on the total course. This will 40% CLO 1
consist of case study; application based and CLO
situational questions, theoretical & 4
conceptual questions.
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7. Session Plan
Why brands are KLK/ Ch.1, Pp. Class Room At the end of the session 1
required at 2-27 Discussions the students will develop
marketplace, what and understanding about
makes a brand scenarios. relevance of Brand and
1 strong identifying factors
contributing to strength of
brand.
Key terms related to KLK/ Ch.1, Pp. Class Room At the end of the session 1
branding 30-41 Discussions the students will develop
and understanding basic
2 scenarios. foundation Blocks for
brand.
Brand management KLK/ Ch.1, Class Room At the end of the session 1
process. Pp.38-39 Discussions. the students will develop
3 structured thinking and
approach
Concept and Handouts in soft Class Room At the end of the session 1
constituents of copy Discussions. the students will assess and
Brand Equity evaluate role of various
4 factors affecting brand
equity.
Brand positioning KLK/ Ch.3, Pp. Class Room At the end of the session 1,2
and values. 100-130 Discussions. the students will be able to
examine various
5 1st Case Based situational factors and
Assignment Given propose/create required
solutions.
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Module 2: Creating Brand Equity
Choosing brand KLK/ Ch.4, Class Room At the end of the session 2,3
elements to build Pp.140-170 Discussions. the students will be able to
brand equity. evaluate given situation
6 and explore and propose
various options.
Launching a Brand, Handouts in soft Class Room At the end of the session 2, 3
factors affecting the copy Discussions. the students will be able to
success of launch. devise a brand launch plan
7 and integrate various
factors responsible for
success.
Managing brand Case: Lessons in Case. At the end of the session 2,4
portfolio Branding from the students will be able to
the gums line of understand how to manage
Successfully. Perfetti Van different brands in
8 Melle in India. different markets.
Framework for KLK/ Ch.2, Pp. Class Room At the end of the session 2,3
creating Brand 60-87 Discussions the students will be able to
equity using assess and evaluate given
9 Customer Based environment and
Brand Equity generating various ethical
model solution sets.
Customer Based KLK/ Ch.2, Pp. Class Room At the end of the session 2,3
Brand Equity 60-87 Discussions the students will be able to
model…..contd assess and evaluate given
environment and
generating various
10
ethically sound solution
sets.
st
1 Case Based
Assignment
Submission due.
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Framework for Handouts in soft Class Room At the end of the session 2,3
creating Brand copy Discussions the students will creating
11 equity using Brand brand identity relevant for
Identity Prism target customers.
Capturing KLK/ Ch.9, Pp- Class Room At the end of the session 2
customer mindset 356-365 Discussion the students will be able to
13 through Qualitative identify and devise
Techniques. research to probe through
structured/unstructured
approach.
Brand Value Chain KLK/ Ch.8, Class Room At the end of the session 4
Pp.317-325 Discussion. the students will
understand interconnect
14
between various functions
of organization and brand
Equity.
Measuring the KLK/ Ch.9, Class Room At the end of the session 2, 4
strength of brand Pp.395-401 Discussion. the students will identify
and factors and devising research to
affecting the same. probe through
15 structured/unstructured
approach.
2nd Case Based
Assignment Given
Best Global Brands Discussion Class Room At the end of the session 3
Report, 2016 by Activity* the students will identify
Interbrand. various factors affecting
16 brand strength and
Soft Copies to be
provided. measuring the same.
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Capturing KLK/ Ch.8, Pp. Class Room At the end of the session 2, 3
customer mindset 326-335 Activity* the students will identify
17 through and probe through
Quantitative structured approach
Techniques.
Discussion on KLK/ Ch.9, Pp. Class Room At the end of the session 2,3
measuring Brand 356-392 Discussions the students will learn to
Equity through application of concepts for
18
qualitative/ diverse situations
projective
techniques
Brand Life Cycle. Handouts in soft Class Room At the end of the session 1
copy Discussions the students will identify
factors affecting brand
19 management decision and
devising a plan for the
same.
Brand extensions KLK/ Ch.12, Class Room At the end of the session 4
and factors Pp.492-510 Discussions the students will
affecting its understand how to
success leverage brand equity
20
Identifying Market Case: Emami: Class Room At the end of the session 4
opportunities and Identification of Discussions the students will critically
making a plan to Brand Extension apply situational analysis,
21 harness the same. opportunities arriving at a structured
holistic solution.
Managing Brand KLK/ Ch.13, Pp- Class Room At the end of the session 4
Over time. 555-570 Discussions the students will
and caselets understand how to
22 Changing incorporate market driven
positioning over changes in brands
time.
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Changing brand
promise over time.
Discussions around
the case of
Lifebuoy and
Dabur
* Class Room Activity: Volunteer students are asked to select a brand and collect pictures
depicting any similarity between the picture collected and the brand in question. The students are
asked to present it in front of the class and explain the perceived similarity/ association. This
information is used for making Brand Image and also in making Brand Concept map as perceived
by the students. This exercise not only familiarizes them with the various tools used to measure
Brand Equity but also demonstrates how these tools may be used.
More than half of the concepts are Majority of concepts are clear Most of concepts are clear
not clear and student is unable to and understood by student. and understood by the
understand the same. Lot of hard student. The students has
work needs to be put in by students. The student is able to clearly grasped the basic concepts
define and differentiate between of key terminologies of the
key concepts BUT lacks course and is able to define,
practical application or fails to differentiate and can relate
relate in to real life examples. to real life examples as well.
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11.3: Rubrics for Group Presentation:
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Quality of Suggestion Some random The suggestions made, The suggestions made are
and recommendation suggestions are made appear to be OK but are not backed by sound logic and
& uniqueness/novelty which appear not related explained in detail. The analogy is well drawn.
in same. or suited for the given suggestions appear to be Unique solutions are also
scenario. Lacks proper weak or fail to justify offered which seems to be
justification of the same practical relevance. relevant in given situation
.
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Application of Core Few concepts are Some core and All the core and relevant
concept of course explained but their relevant concepts of concepts of the course are
application is the course are used used and applied well in the
inappropriate and applied well in given scenario.
the given scenario.
Structure, logical The solution although The structure and The structure and flow of
flow and organisation is explanatory but flow of written written plan is logical, well
of written plan. lacks proper structure solution is not very supported and nicely
and flow. The solution comprehensive and presented.
violates basic appears good in bits
structural logic. and pieces.
Coverage and Inter- Few crucial Few crucial All crucial functions/aspects
linkages of various functions/aspects functions/aspects affecting success are
crucial functions affecting success are affecting success are covered, adequately
affecting brand covered, but are not covered, explained explained and inter-linkages
success explained well fails to and interlinkages between them are explained
explain or work out between them are well.
any inter-linkages explained but not up
between them. to mark. Some crucial
aspects are missed
out.
Uniqueness/ Novelty/ The solution presents The solution presents The solution presents lot of
creativity in solution some random, few unique ideas but unique ideas, justifies their
unjustified fails to justify their relevance with focus of their
creative/unique ideas relevance and practical application and
but little or no attempt practical application. success as well.
is made to strengthen
their relevance and
success.
(Max 40)
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Conceptual Does not demonstrate Does demonstrate clarity in Demonstrates clear
Clarity on factors clarity in concepts of Brand basic concepts/ factors understanding of concepts
affecting Brand Management lack affecting brand success. Fails and is able to relate them
Success understanding of basic to establish linkages between to real life business
crucial factors or concepts the concepts with real life environment.
(CLO1) of brand management. examples/ contemporary Contemporary business
business happenings happenings.
Max. 20 (BE <7,
ME- 7-16, EE >16)
Analysis and Fails to apply basic Is able to identify, apply and Is able to identify, apply
recommendations. concepts of brand in a given analyze the conceptual and analyze the
scenario. Is not able to frameworks of brand conceptual frameworks of
(CLO2) correctly identify the factors management as applicable in brand management as
Max. 20 (BE <7, responsible for success of the given business situation. applicable in the given
ME- 7-16, EE >16) brands in the given context. Fails to streamline various business situation with
business process/ functions clarity and successfully
and suggests weaker streamlines various
recommendations. business process/
functions and is also able
to suggest relevant
recommendations as well.
It is the responsibility of every student to be aware of the requirements for this course, and understand
the specific details included in this document. It is emphasized that this course requires a significant
commitment outside of formal class contact. The learning tasks in this course may include classes
(lectures or seminars), required reading, the preparation of answers to set questions, exercises and
problems, and self-study. In addition, students may be required to complete an assignment, test or
examination.
LMS-Moodle/Impartus:
LMS-Moodle/Impartus is used to host course resources for all courses. Students can download lecture,
additional reading materials, and tutorial notes to support class participation.
Late Submission
Assessment tasks submitted after the due date, without prior approval/arrangement, will be not be
accepted. Requests for extension of time must be made with the faculty member concerned and based on
Special Consideration guidelines.
Plagiarism:
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Plagiarism is looked at as the presentation of the expressed thought or work of another person as though
it is one's own without properly acknowledging that person.
Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable that
students should read Student Handbook for detailed guidelines. It is also advisable that students must not
allow other students to copy their work and must take care to safeguard against this happening. In cases
of copying, normally all students involved will be penalised equally; an exception will be if the student
can demonstrate the work is their own and they took reasonable care to safeguard against copying.
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