DOMAIN SUBJECT: BBA

Course17-B: BRAND MANAGEMENT

UNIT-I Introduction:
Brand: Meaning, Definition, Evolution of Brands, Different Types of Brands, Functions of
Brand to Consumer – Role of Brand – Advantages of Brand – Product Vs Brand – Brand Life
Cycle – Branding: Meaning, Creation of Brands – Branding Decisions.
UNIT – II Brand Management:
Meaning and Definition – Strategic Brand Management Process: Meaning, Steps in Brand
Management Process – Concept of Brand Equity: Customer Based Brand Equity, and Models
of CBBE – Brand Building and its Implications – Brand Value Chain.

UNIT-III Branding Strategies:

Multiple Branding, Brand Extension, Co‐branding Strategies, BrandPersonality, Brand Image
Building, Brand Repositioning, Brand Leveraging – BrandingImpact on Buyers and
Competitors – Methods for Measuring Brand Equity – Methods forMeasuring Brand
Performance – Brand Audit.
UNIT-IV Designing & Implementing Branding Strategies:
Brand Architecture: Meaning of Brand Architecture, The Brand-Product Matrix, Breadth of a
Branding Strategy, Depth of a Branding Strategy. Brand Hierarchy: Meaning of Brand
Hierarchy, Building Equity at Different Hierarchy Levels

UNIT-V Brand Rejuvenation and Re-launch strategies.

Brand Rejuvenation and Re-launch – Brand Development through Acquisition, Takes over
and Merger – Brand Licensing and Franchising – Role of Packaging and Labeling.Brand
Success Strategies – Brand Loyalty Programs – Building Global Brands – Branding Failures.
III. References
1. Kevin Lane Keller, Strategic brand Management, Person Education, New Delhi.
2. Jean Noel, Kapferer, Strategic brand Management, The Free Press, New York.
3. Paul Tmeporal, Branding in Asia, John Wiley & sons (P) Ltd., New York,
4. S.Ramesh Kumar, Managing Indian Brands, Vikas publishing House (P) Ltd., New
Delhi.
5. Richard Elliott &Larry Perclu, Strategic Brand Management, Oxford Press.
6. Chernatony, Creating powerful brands, Elsevier Publication.