Course Outline: Brand Management

Credit:3 , Elective Course

Area: Marketing
Program: PGDM
Term V Academic Year 2021-22

Instructor(s) Name Dr. Supriya M. Kalla Click or tap here to enter text.

Room no. 312 Click or tap here to enter text.

Email Supriya_kalla@imi.ed Click or tap here to enter text.

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Click or tap here to enter text.

Meeting Hours Any time on Wednesday Over Zoom-pre-booked appointments

& Thursday only

“If this company were to split up, I would give you the property, plant and equipment and I
would take the brands and the trademarks and I would be far better off than you.”

John Stuart, Ex-Chairman of Quaker

COURSE DESCRIPTION

As products, pricing and distribution increasingly become commodities, the new competitive
arena is brand value, which creates long-term profitable brand relationships. Building brand
equity involves managing brands within the context of other brands, as well as managing
brands over multiple categories, over time, and across multiple market segments.

Each facet of brand management receives a deep analysis. Through reference to benchmarks
and methodology, this course readies future managers for a strategic thinking and planning on
brands.

Just as building brands is highly interactive to be successful, so will this class. You can learn
as much from class and group discussions as from my lectures and readings. Therefore it’s
expected that you take the initiative to share your experiences, ask questions, and even
disagree with myself and other fellow classmates if your experience and learning makes you
think otherwise.

In order to enrich your learning experience, I’ve divided the course into four broad modules:

1. Understanding Brands
2. Creating & Managing Brands
3. Measuring Brands
4. Developing & Sustaining Brands

1. COURSE OUTCOMES (COs)

After going through the course, the students would be able to:

 CO1 Understand the process of brand management

 CO2 Understand & Measure brand performance
 CO3 Understand and appreciate the newer paradigms of positioning, branding and
customer satisfaction
 CO4 Understand the requirements and imperatives of new economy on brands
 CO5 Discovering the growth perspectives of brands in saturated markets

2. MAPPING OF THE PROGRAM OUTCOMES (POs) AND COURSE OUTCOME (COs)

Course Outcomes (COs)

Program Outcomes (POs) CO CO CO CO CO

1 2 3 4 5

PO1: Student should be able to write well organized and 3

grammatically correct business reports and letters.

PO2: Student should be able to make effective oral presentations. 3

PO3: Student should be able to demonstrate critical thinking skills 3

by understanding the issues, evaluating alternatives on the basis of
multiple perspectives and presenting a solution including
conclusions and implications.

PO4: Student should be to demonstrate problem solving skills by 3 3

understanding and defining the problem, analyzing it and solving it
by applying appropriate theories, tools and techniques from various
functional areas of management.

PO5: Student should be able to illustrate the role of responsible 2

leadership in management.
 Course Outcomes (COs)

Program Outcomes (POs) CO CO CO CO CO

1 2 3 4 5

PO6: Student should be able to identify social concerns and ethical 2

issues in management.

PO7: Student should be able to identify challenges faced by the 1

organization at the global level.

PO8: Student should be able to take decisions in the global 1

business environment.

3. PEDAGOGY:
Pedagogy of the course relies on will be through:
 Case Discussions;
 Interactive Discussions -including sessions with Start-up Entrepreneurs
 Live/hands on project (group/individual).

4. COURSE EVALUATION COMPONENTS (CECs)

CEC 1: Class participation (10%)
CEC2: Quiz (20%)

CEC 3: Group Project (30%) & Assignments: You are required to complete a compulsory
project as part of the course.

Stage 1: Proposal & Assignment Briefing

Stage II: Interim Report

- Stage III: Final Presentation.

CEC 4: End-term exam (40%):

MAPPING BETWEEN COs, POs and CECs

Course Evaluation Components (CECs)

COs Pos
CEC1 CEC2 CEC3 CEC4

CO1 PO4 

CO2 PO1 

CO3 PO3 
 CO4 PO 2,4,5,6 

CO5 NA NA NA NA NA

READINGS

I expect you to read the assigned chapters and readings for a particular class before the date
we’ll be discussing them.

The cases and exercises will allow you to apply the theories and strategies learned. We will
achieve this through case workshops. Along with assignments, you’ll also have the opportunity
to work on a brand project

READING MATERIAL

Textbook:

Strategic Brand Management, by Kevin Keller, Prentice Hall 4th Edition

Reference Books:

Strategic Brand Management, by Kapferer.

Managing Brand Equity, by David A. Aaker

Reinventing the brand, by Kapferer

Brand Leadership by David A. Aaker & Joachimsthaler

Brand Failures by Matt Haig

There are five primary course requirements. You will demonstrate your competency in brand
management by your performance in class discussion, team assignments, team branding
project, quiz and final exam.

SESSION PLAN
Session Topic Assignments & Cases

1. a. Introduction to the Case: Branding Yoga

course

b. Brands & Branding –

I
*Additional cases,
Changing paradigms readings and exercises
of brand will be given during the
management, why do course
brands matter

Brands & Branding-II Aaker ch1

Value proposition of a Kapferer ch 2&3

brand, brands and
2. competitive
advantage

3&4 Designing and

Implementing Brand
Strategies Keller ch 3

Reading : Three questions you

need to ask about your brand by
Brand Identity, Brand Keller
architecture & brand
hierarchy Keller ch 11

Reading: Prioritizing brands in a

portfolio

5 Brand equity - I Reading: Brands and Brand Equity

– Rohit Deshpande
Building & managing a
strong brand, Case: Longchamp
Designing marketing
programs to build
brand equity,
secondary brand
associations & brand
equity

6 &7 Brand equity- II

Measuring sources of Keller ch 11

brand equity
Reading: Perspectives on Brand
Qualitative & Equity- Darden Business
Quantitative research Publishing
methods
Reading: Strategic Brand
Valuation

8&9 Managing Brand Over Reading : Managing Brands for

Time the long run Keller
Brand reinforcement, Ch. 13 Keller