School of Business and Management

CHRIST (Deemed to be University)

Course Plan – Undergraduate Programmes
Academic Year 2022 - 23

Programme BBA

Course Code & Name BBA542M: Brand Management

Course Type DSE

Semester V
Hours & Credits (1 Credit
= 15 hours) 60 hours, 4 Credits

Course Anchor Prof. Phinu Mary Jose

Course Facilitators at –
Bangalore, Central Dr. Mudita Sinha
Campus

Course Anchor & Faculty phinu.jose@christuniversity.in

Contact information Phone: 9945692637

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Course Name: Brand Management Course Code: BBA542M
Total number of hours: 60 Credits: 4
Class Students are expected to adhere to the following conditions in order to attend classes
Guidelines regularly:
Guidelines for offline class:

 Students need to maintain a separate note book as learning journals

 Use of technology (smartphones & laptop) for any of the class activities shall
be with permission of the faculty member

 Students need to refer to the recommended text book for the class discussions

 Students are expected to maintain notes when special standing instructions

are given by the teacher

General guidelines:
 Students are expected to adhere to academic integrity while working on and
submitting the assignments
Course The course explores the significance of branding with the emerging managerial,
Description relational and social perspectives. The course provides an understanding of different
brand positioning strategies and how it influences consumer brand image. Further, the
course also provides a detailed methodology of identifying various reasons for brand
failure and suggest methods to overcome it.

Course  To identify the various concepts of brand management

Objectives  To demonstrate an understanding of the major paradigms of brand building
 To interpret the relevant theories and concepts to various practices of brand
building.
 To examine the reasons for the success or/and failure of major brands.

Terminology**
Programme Learning Goals (PLGs)
Programme Learning Objectives (PLO)
Course Objectives (CO)
Course Learning Outcomes (CLO)
Revised Bloom’s Taxonomy Level (RBTL)
Continuous Internal Assessment (CIA)

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End Semester Examination (ESE)

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Course Learning Outcome– Progamme Learning GoalsMatrix
Sl.No CLO RBTL Component CO PLO PLG
of
Assessment
(including
ESE)
1 CLO1 Identify the various concepts RBTL 2 CIA 1 A, To identify the PLO 2.1-Demonstrate PLG2 Functional
of brand management ESE various understanding of
Knowledge and
concepts of concepts/theories of
brand management (RBTL2) Application (UG)
management

2 CLO2 Demonstrate an RBTL 3 CIA 1B, ESE To demonstrate PLO 2.2-Utilise domain PLG2 Functional
understanding of the major an specific
Knowledge and
paradigms of brand building understanding concepts/techniques to
of the major address business Application (UG)
paradigms of problems (RBTL3)
brand building

3 CLO3 Interpret the relevant RBTL 4 CIA2, ESE To interpret the PLO 2.3 -Examine PLG2 Functional
theories and concepts to various relevant business decisions with
Knowledge and
practices of brand building. theories and cross functional lens
concepts to (RBTL4) Application (UG)
various
practices of
brand building
4 CLO4 Examine the reasons for the RBTL 5 CIA 3, ESE To examine the PLO 4.4-Choose PLG4 Problem
success or/and failure of major reasons for the appropriate framework Solving (UG - BBA)
brands. success or/and for analysis (RBTL5)
failure of major
brands.

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Assessment Outline

Component Description Units Maximum Weightage Total Marks in

marks Final Grade
CIA1 Individual and Group Assignment (2 1, 2,3 20 100% 20
Components)
CIA2 Mid Semester Examination 1,2,3, 4 50 50% 25
CIA3 Individual Assignment 5, 6, 7 20 100% 20
ESE End Semester Examination All 50 60% 30
Modules
Attendance 5 100% 5
TOTAL 100

Course Mapping
Unit Unit details Week No. and CLO & Exercises Pedagogy Resource/ Reference
number Hrs/week PLO (Synchronous and (teaching learning details
(Week number in Asynchronous) methods used)
which the topic will
start)
1. Introduction: Concept of Week 1:4 Hrs CLO 1 Marketing Keller, K.L. (2013). Strategic
‘Brand’: Brand VS Product, Week 2:4 Hrs & Basics Quiz Week 1: Lecture, Brand Management (3rd edi).
Why Brand? Can everything be Week 3: 4 Hrs CLO3 PPT and Prentice Hall of India.
Activity: A Day
branded? Identification of discussion
branding challenges and
in the life of a Aaker, D.A. (2011). Brand
PLO BRAND-journal Relevance: Making
opportunities; Strategic brand 2.6 Week 2: Lecture,
Management Process, entry. Competitors Irrelevant, Jossey-

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 Customer based brand equity; PLO2.2 Pre-reading Bass.
sources of brand equity, CRM, theory on; PPT and
brand resonance model, Brand Strategic brand discussion
equity VS Customer equity Management
Process Week 3: Lecture,
Post- class – PPT and
Discussion discussion
Forums among
peers
Activity: Can
everything be
branded?
2. Brand Positioning: Points of CLO2, Pre-reading on Keller, K.L. (2013). Strategic
parity & points of difference, Week 4: 4 Hrs PLO4.3 the theory on Week 4: Lecture, Brand Management (3rd Edi).
positioning guidelines, brand Week 5: 4 Hrs brand value chain and discussion Prentice Hall of India.
value chain model, brand model
mantras, internal branding. Choose a Brand Week 5: Lecture, Aaker, D.A. (2011). Brand
Relevance: Making
to follow and discussion
Competitors Irrelevant, Jossey-
throughout the Bass.
Semester-CIA
and learning
Post- class –
Discussion
Forums among
peers
Activity:
Identifying one
example on
Points of parity &
points of
difference
3. Brand Elements Week 6: 4 Hrs CLO2, Pre-reading on Keller, K.L. (2013). Strategic
Brand elements- criteria for Week 7: 2 Hrs PLO2.1 Brand elements Week 6: Lecture Brand Management (3rd Edi).

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 choosing it, integrated Prentice Hall of India.
marketing communication. Brand Yourself! and discussion
Aaker, D.A. (2011). Brand
Post- class – Relevance: Making
Discussion Week 7: Lecture, Competitors Irrelevant, Jossey-
and discussion Bass.
Activity: Identify
the brand
elements of your
chosen brand.
4. Secondary Brand Week 8: 4 Hrs CLO2, Pre-reading on: Keller, K.L. (2013). Strategic
Associations: Leveraging Week 9: 4 Hrs PLO2.1 Leveraging Week 8: Lecture, Brand Management (3rd Edi).
Secondary Brand Associations . Secondary Brand Problem solving Prentice Hall of India.
- co-branding, licensing, CLO3, Associations and discussion
celebrity endorsement, event PLO
sponsoring. Activity: Identify Week 9: Lecture,
2.1
Secondary Brand PPT and
Associations and
discussion
discuss.

5. Managing Brand Equity: Week: 10: 4Hrs CLO3, Pre-reading on Keller, K.L. (2013). Strategic
What it means: how to build it; Week 11: 4Hrs PLO the theory on Week 10: Lecture, Brand Management (3rd Edi).
Understanding and measuring 2.1 Sources of brand and discussion Prentice Hall of India.
brand equity using Inter-brand equity
methodologies, Monitoring Aaker, D.A. (2011). Brand
Post- class – Week 11: Lecture,
brands, Sources of brand Relevance: Making
Discussion PPT and
Competitors Irrelevant, Jossey-
equity (Brand Awareness, Forums among discussion Bass.
Brand personality, Brand
peers on
loyalty), and Brand audit-
Brand inventory, and brand Research
exploratory, Qualitative & Techniques
Quantitative Research
techniques.

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6. Managing Brand Extensions: Week 12: 4Hrs CLO3, Pre-reading on Keller, K.L. (2013). Strategic
Brand hierarchy, design of a Week 13: 4 Hrs PLO Brand Extensions Week 12: Lecture, Brand Management (3rd Edi).
brand strategy-Brand 2.1 and discussion Prentice Hall of India.
Extension: Types of Brand Post- class –
Extension, Line and Category Aaker, D.A. (2011). Brand
Discussion Week 13: Lecture,
Extension, Pros and Cons of Relevance: Making
Forums among PPT and
Competitors Irrelevant, Jossey-
Brand Extension-Need for peers discussion Bass.
extension, Multi-Brand
Activity: Identify
Strategy, Geographical
Expansion. discuss about
brand extensions
in the last
decade.
7. Contemporary Perspectives Week 14: 4hrs CLO4 Pre-reading on Keller, K.L. (2013). Strategic
in Branding: Managing Week 15: 4 Hrs PLO 4.3 the research Week 14: Lecture, Brand Management (3rd Edi).
brands Over Time- Brand articles on Problem solving Prentice Hall of India.
Architecture: Handling a Large Managing brands and discussion
Portfolio, Multi-Brand Aaker, D.A. (2011). Brand
Over Time
Portfolio. Brand Hierarchy, Relevance: Making
Week 15: Lecture,
Revitalizing brands: Re- Competitors Irrelevant, Jossey-
Post- class – PPT and Bass.
launch, Rejuvenation, when
Discussion discussion
brand is dying or stagnating, or
when the market is dying or
Forums among
stagnating. Special branding peers
categories: Service brands, Activity: Identify
Private labels, Industrial a brand in day
brands, Luxury brands, today life having
Heritage brands, Internet a special way of
brands, TOM (Top of mind branding and
recall) brands. Brand building discuss.
in Indian context, Managing
Premium brands.

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CIA Details and Evaluation Rubrics
CIA I Component-A Quiz
This assignment is a quiz. In this quiz the students will be asked 20 questions pertaining to the topic discussed in the class. Each student will be
given 20 Mins for answering the questions. This will be an individual assignment and will be conducted online. This CIA will be carried out on
Kahoot
Individual / Group: Individual
Submission Type: Kahoot/Any other tool
Submission Deadline: 17th Aug, 2022
CIA1A Rubrics

PLG 2
PLO 2.1-Demonstrate understanding of concepts/theories of management (RBTL2)
CLO 1
Maximum Marks 5 Marks
1 CLO1, PLO 2.1 (100%) From Module 1 and 2. Each question will carry 0.5 marks (No negative marking)

CIA1 B Details: Brand Mapping

Assignment Description: Choose a brand from any sector and analyse the chosen brand based on the CBBE concept and map it on the CBBE
pyramid. The students are supposed to explain rationale behind their decision with support of currents facts and statistics. The students have to
present it to the class and are also encouraged to participate in the further discussions.

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Individual / Group: Individual
Submission Type: Digital/Physical Collage, Display or Exhibition scheduled for 24th August 2022
Submission Deadline: 24th Aug, 2022
CIA1 B Rubrics

PLG 2 Functional Knowledge and Application

PLO 2.2 Utilise domain specific concepts/techniques to address business problems (RBTL3)
CLO 2 To demonstrate an understanding of the major paradigms of brand building

Maximum Marks 15 Marks

(Converted to)
Needs improvement Average
Criteria / Good Very good Excellent
1 mark 2 marks
Weightage* 3 marks 4 marks 5 marks
1) Relate to brand The student has The student has The student has The student has The student has
building concepts described at least 2 described at least 3 described all the 4 described all the 4 steps described all the 4
of CBBE Model steps of the brand steps of the brand steps of the brand of the brand building steps of the brand
(CLO2-PLO2.5) building model building model building model with model with at least 5 building model with 6
at least 4 components components components
2) Outline by The student is able to The student is able to The student is able to The student is able to The student is able to
Mapping of brand correctly map the correctly map the correctly map the correctly map the brand correctly map the
image with visual brand image for at brand image for at brand image for at image for all the 5 brand image for all
tools least 2 dimensions least 3 dimensions least 4 dimensions dimensions using the 6 dimensions
(CLO2-PLO 2.5) using physical/digital using physical/digital using physical/digital physical/digital tools using physical/digital
tools tools tools tools
3)Infer with The student has not The student has The student has The student has logically The student has not
Logical reasoning logically explained explained points explained points explained points related logically explained
application to points related to the related to the chosen related to the chosen to the chosen brand using points related to the
brand (CLO2-PLO chosen brand brand but no data to brand with current current data chosen brand for 6
2.5) support. data used. dimensions using

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 current data.
*Weightage (Levels) can vary depending on assignments

CIA2 Rubrics – Case Study Rubrics (Compulsory Question)

PLG 2
PLO 2.3
CLO 3
Maximum Marks 20 Marks
(Converted to)
Criteria / Did not meet
Far Exceed Exceed Expectation Meets Expectation Short Expectation
Weightage* Expectation
Expectation (5) (4) (3) (2)
(1)
Show the Student is able to Student is able to Student is able to Student is able to identify Student is able to
theoretical concepts identify at least five identify at least 4 identify at least 3 at least 2 branding identify at least 1
discussed in the branding concepts branding concepts branding concepts concepts discussed in the branding concepts
case study (CLO 3, discussed in the case discussed in the case discussed in the case case study discussed in the case
PLO 2.1) study study study study
Infer by logical The student The student explained The student explained The student explained at The student explained
reasoning (CLO 3, explained at least 5 at least 4 relevant at least 3 relevant least 2 relevant points for at least 1 relevant
PLO 2.2) relevant points for points for the choice points for the choice the choice tool for points for the choice
the choice tool for tool for analysis tool for analysis analysis tool for analysis
analysis
Demonstrate the Student is able to Student is able to Student is able to Student is able to develop Student is able to
positioning strategy develop at least five develop at least four develop at least three at least two strategies of develop at least one
for the brand strategies of strategies of strategies of positioning the brand strategy of
(CLO 3, PLO 2.4) positioning the brand positioning the brand positioning the brand positioning the brand
*Weightage (Levels) can vary depending on Embedded Question

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CIA3Details:
Assignment Description (describe in detail expectations from the student): Identify an ailing brand and develop a revitalisation strategy
The students are supposed to form groups of not more than 6 in each, and identify an ailing brand and need to develop a revitalisation strategy.
This is a group assignment and students are supposed to present it to the class. The students are expected to explain the rationale behind the
decision with support of currents facts and statistics. The students are encouraged to participate in the further discussions.

Individual / Group: Group

Submission Type: PPT Presentation, Time for presentation: - Max 7 min, Time for discussion: - Max 5 min
Submission Deadline: 15th Nov, 2022
CIA3 Rubrics

PLG 4- PLG4 Problem Solving

PLO 4.4- Choose appropriate framework for analysis (RBTL5)
CLO 4- To examine the reasons for the success or/and failure of major brands.
Maximum Marks 20 Marks
(Converted to)
Very good Good Average Needs improvement
Criteria / Weightage* Excellent (5)
(4) (3) (2) (1)
Discover the The students have The students have The students have The students have The students have
reasons for brand identified at least 5 identified at least 4 identified at least 3 identified at least 2 identified at least 1
failure (CLO 4, reasons to classify a reasons to classify a reasons to classify a reasons to classify a reason to classify a
PLO 4.4) brand as an ailing brand as an ailing brand as an ailing brand as an ailing brand as an ailing
brand brand brand brand brand
List the logical The students have The students have The students have The students have The students have
reasonings (PLO logically explained 5 logically explained 4 logically explained 3 logically explained 2 logically explained at
4.4) reasons for the brand reasons for the brand reasons for the brand reasons for the brand least 1reason for the

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 failure using models failure using models failure using models failure using models brand failure using
discussed in class discussed in class discussed in class discussed in class models discussed in
class
Examine the The students have The students have The students have The students have The students have
suggested described at least 5 described at least 4 described at least 3 described at least 2 described at least 1
revitalisation revitalisation revitalisation revitalisation revitalisation revitalisation strategy
strategy (CLO 4, strategies with strategies with strategies with strategies with with possible
PLO 4.5) possible outcomes possible outcomes possible outcomes possible outcomes outcomes
Build solutions to Students have Students have Students have Students have Students have
the execution presented at least 5 presented at least 4 presented at least 3 presented at least 2 presented at least 1
challenges of roadblocks envisaged roadblocks envisaged roadblocks envisaged roadblocks envisaged roadblock envisaged
rebranding (CLO4, and feasible solutions and feasible solutions and feasible solutions and feasible solutions and feasible solution
PLO 4.5) to the same to the same to the same to the same to the same
*Weightage (Levels) can vary depending on assignments
Addendum:
Guest Lectures Planned:
Employability-: Handling a Large Portfolio (Alumni Seminar)
Skill Development-: Cause Branding (Beautiful Bengaluru)
Strategies to identify the slow and advanced learners – Marketing Basics_Quiz & Discussion Forums
Prepared by
Phinu Mary Jose Reviewed by Approved by
(Faculty in-charge) Dr. Mudita Sinha HoD

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