Symbiosis Institute of Business Management, Hyderabad

Academic Year – 2022-23 (Batch of 2022-24)

MBA COURSE HANDOUT (Semester – II)
Course : Brand Management

Course Code : 211410225 No. Credits 02

Faculty Name : Dr. Tanmoy De

Catalog Code : T2130 No. Hours 30

Consultation Hours : 4:30 PM – 5:30 PM (with prior appointment)

Mobile : 79783 23564 Email ID tanmoy.de@sibmhyd.edu.in

Program Objective: -
To prepare students for an excellent corporate career, combining theory with practice,
classroom teaching with management development
To nurture corporate leadership skills and social consciousness among students.
Course Objectives: -
Twenty-four hours a day, we watch, listen to, interact with, and fall asleep on brands. However, are
we fully clear on what a brand really is? Is it a trademarked name, a beautiful logo, or a well-executed
social media presence? A brand is all these and much more. To put it simply, a brand is a promise
made to your customer. Brand management is an ever-evolving discipline, one that involves a balance
between strategy and emotion. It is more than a series of customer-facing actions; it is a practice that
should be implemented from within the organization. The course intends to focus on the following
issues: -
COB (1): To emphasize the importance of brands and branding
COB (2): To analyze and synthesize information related to brand positioning
COB (3): To implement strategies, practices aimed at building brand equity
COB (4): To enhance brand communication connect with marketing activities and advertisement.
COB (5): To know the value of a brand to an organization

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 Course Outcomes Mapped with Program Outcomes
PO-CO Mapping PROGRAMME OUTCOMES

Course Outcomes PO2 -Students should be able to understand PO3 -Students will be adept at
PO1 - Students should
and be conscious of the impact of managerial analyzing and applying theoretical
At the end of the course, the student is expected / be able to demonstrate
decisions on the triple bottom-line – Profits, constructs to various diverse
able to leadership skills.
People and Planet. business scenarios.

CO (1) Explain core concepts in branding -

architecture, hierarchy, identity, personality, NL W S
positioning, knowledge, awareness, image, loyalty,
brand equity.
CO (2) Differentiate branding strategies across
W M S
categories.

CO (3) Analyze brand positioning and repositioning M S S

strategies
CO (4) Measure customer-based brand equity and
M S S
evaluate the scope of brand management activities.

CO (5) Craft an integrated brand communications

M W M
story / campaign.

* S – Strong, M – Moderate, W – Weak, NL – No link

Recommended Text Book: -
Strategic Brand Management; Kevin L. Keller – Pearson
Suggested Books: -
1. Brand Positioning; Sengupta - TMH
2. Brand Management; Text & Cases- Harsh Verma - Excel
3. Strategic Brand Management; J N Kapferer - Kogan Page
4. Brand Relevance: Making Competitors Irrelevant; Aaker – Pocket Books
Additional Learning Resources: -
Resources to explore in Brand Management and related marketing areas: -
www.cmo.com
www.MarketingProfs.com
www.mashable.com
www.wetfeet.com/articles/career-overview-brand-management
www.interbrand.com
www.millwardbrown.com/brandz/rankings-and-reports/top-global-brands/2018
www.swlearning.com/web_resources/brand_exer.htm
www.adweek.com
www.adage.com
www.brandweek.com
www.marketinginsidergroup.com/strategy/brand-storytelling-defined/

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 Pedagogy: -
Teaching methods include readings, lectures, group discussions, case study, exercises and
assignments. Lectures are designed such that ensure greater scholar participation. (Articles and
reading materials will be shared online)
Delivery Schedule
Evidence of Learning GSTEE*
Session Plan
(Mapping CO with SOT) Framework
Intended Topic
Session Topic / Intended Resources and Session Session Outcome
Delivery CO1 CO2 CO3 CO4 CO5 Alignment
# Learning References Objective (SOT)
Process (if any)
(SO)
Chapter 1

Introduction to Brand HBR- Class Remember and relate

will understand
1 Understanding Discussion; at a higher level the
Mgt. Productvs Brand differences S W
Brands, Module Personal Brand intangibleaspect of
betweenproduct
Note; 8P Preferences branding
and brand

In-Class Explain the steps and

Chapter 1 Exercise & will learn the process involved in
Strategic Brand Reading: The Brand Class
2 stepsin strategic buildingand managing S S M G
Mgt Process Report Card (Soft Copy) Discussion;
brand mgt. brands
Assess Your
process
Brand
Classify conceptually
will understand brandarchitecture w.r.t
Brand Architecture
3 Caselet: Nivea Lecture brand todifferent organizations M S M G
system
architecture
system

Chapter 11 Explain & Relate the

will learn different brand
Designing brand HBR: Brand In-Class elements architecture adopted by
4-5 Portfolio Strategy & S M W
architecture Exercise comprising the productand service
Brand Architecture; design of brand organization
25P architecture
Chapter 4 will know the Describe the brand
Class
6 Brand Identity Caselet: Harley importance of elements and relate to S S W M
Discussion
Davidson brandidentity brand identity

will have an Describe the brand

Brand personality Reading: Dimensions appreciation personality modelsand
7 Lecture M M
models of Brand Personality aboutbrand connect with personal
(soft copy) personality branding
models
Chapter 2 Case:
Nirdosh will develop a Apply framework to
8 Brand Positioning-1 In-Class M S M M W
brandpositioning create a positioning E*
Reading: Brand Exercise
statement statement
Positioning

will understand Apply conceptual

Brand Positioning-2 Case: Dove- importance of understanding to
9 Case Analysis brandpositioning M M S S
Evolution of a Brand connect with the T.A.
and P.O.D
will have an
Case Analysis& appreciation for Analyze & relate
Digital Branding Case: Youtube for S S S
10-11 In-Class segmentation positioning of E*
Brands
Exercise andpositioning competing brands
of brands
Brand
communication & Chapters 6 & 7 will Classify conceptually
understand brandperception and
12-13 knowledge - Case: Snapple Case Analysis M W M S S
brand image
Awareness & communicati
Image onprocess

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 Evidence of Learning GSTEE*
Session Plan
(Mapping CO with SOT) Framework
Intende Topic
Session Topic / Intended Resources and Session Objective Session Outcome
d CO1 CO2 CO3 CO4 CO5 Alignment
# Learning References (SO) (SOT)
Delivery (if any)
Process
Chapters 8-10
Case: Brand Case Analysis will learn elements Explain the
Storytelling at Shinola, importance of brand
14 Brand Storytelling & In-Class comprising the M M M E
28p value andequity
Exercise brand equity
HBR: The Art and
Science of Brand
Valuation; 25P
Path to brand Case: Mavi will know the
Growth Class Describe the CBBE
15 Chapters 11 & 12 importance of brand M S G
Assignment model
valuation
Chapters 3 & 13 will have an Explain the schemaof
Brand Building; Case: Kodak- appreciation of building the brand value
16 Case Analysis brand value chain chain M M E*
Brand Value Chain Rebirth of iconic
brand
will learn the Classify conceptually
Chapter 12 Case: nuances and brandthe process of
Brand naming
17 Naming the Edsel Lecture significance of brand generating brand S S
process
names names

Case: Taj Hotels, will understand the Analyze & relatethe

Brand Resorts and Palaces, importance of brand brand mgt framework
18 Management 16p Case Analysis management in a share economy M M W M T
Framework framework perspective

will have an Apply conceptual

Reading: How is
Storyboard appreciation about understanding ingiven
Student storytelling used to
19-20 video the nitty-gritty of scenario todevelop a S M S T & E*
Presentation strengthen a brand(soft presentatio presenting a story brand story video
copy) n of a brand

GSTEE + Model stands for G – Governance, S – Sustainability, T – Technology, E- Ethics, E* - Experiential

Last column in delivery schedule indicates course content & pedagogy with GSTEE model of learning
*S = Strong, M = Medium, W = Weak, NL = No Linkage
Case Analysis: -
Working in teams, students will present one of the cases. Each case team is expected to provide a
rigorous analysis, wage a compelling defense for its strategic recommendations and address strong
counterarguments presented by fellow students. Teams have 20-minutes to present the case analysis,
including a Q&A session. Presentations should effectively incorporate any tools, audio visuals, props
or learning supplements that underscore the nature of the branding problems and characterize the
business context. An electronic and hard copy of the presentation outline/deck should be submitted
at the beginning of the class period in which the presentation is scheduled.
Project: -
Brand storytelling is gaining momentum in the marketing world, and with good reason. Stories are
scientifically proven to get a person’s attention. The best way to reach a customer who’s deciding
what and when she’ll buy is to stop pushing your products so hard and focus more on why your
business exists at all. When you tell the story of a brand and explain its values you’ll engage the
customers who share your values. At the end of the course students have to create a brand story video
of a selected brand.
Expectations from Students: -
To participate in the classes exercises and activities
To be present in the class on time specified by all means.
To be sincere in doing the assignments and class preparations
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 To maintain the dignity of a classroom and cooperate for the class and restrain from any unfair
means
To actively participate in case law analysis and incorporate the theories into practical
phenomena
To be consistent in preparation for the class and tests which enables continuous learning
To have a parallel awareness on the current business trends and events to get associated with
the theories learnt.
To read the relevant articles in the newspapers and keep updated with the recent changes.
Assessment Plan & Evaluation Timelines: -
Keeping in line with continuous evaluation at SIBM-H, the following schedules have been drawn.
Students are expected to go through the dates / sessions mentioned and prepare accordingly.
CO Mapping
Assessment Task Marks
Description of the Assessment Elements/ Expected Bloom's Marks
No (Name of declaration CO1 CO2 CO3 CO4 CO5
task Rubric slot Level (Weightage)
component) by

Assessment 1 – Quiz based on a) Understanding

Case Presentation Case facts / Case about Case facts As shown
and Discussion presentation & b) Case analysis in the 15 W M M W W
20th Session 3,4,5
Learning report c) Comprehending the delivery (25%) (2) (5) (4) (2) (2)
learning from the schedule
case
Assessment 2 - Multi choice a) Comprehension and
Formative Quiz questions based reproducing the 25 W M S S
14th After 15th
on conceptual theoretical 1,2,3 -
session session (41.7%) (3) (4) (10) (8)
understanding frameworks and
tenets
Assessment 3 - Individual student a) Explain value
Project work need to create and creating activities of
present a brand the firm
storytelling b) Connecting these 20th After 20th 20 W W M S S
creative as per the 4,5,6
activities with session session (33.3%) (3) (3) (2) (6) (6)
guidelines given theoretical
above framework and
brand building
Grand Total 60 8 12 16 16 8
End-Term Semester Exam 40

*New Bloom’s Level: 1=Remember, 2=Understand, 3=Apply, 4=Analyze, 5=Evaluate, 6=Create

Quality Assurance: -
The SI(DU) is actively monitoring student learning and quality of the student experience in all its
programs. A random selection of completed assessment tasks may be used for quality assurance, such
as to determine the extent to which program learning goals are being achieved. The information is
required for accreditation purposes, and aggregated findings will be used to inform changes aimed at
improving the quality of SI(DU) programs. All material used for such processes will be treated as
confidential and will not be related to course grades.
Brief profile of the Faculty Member: -
Dr. Tanmoy De is working as an Assistant Professor in Symbiosis Institute of Business
Management, Hyderabad Campus since Feb’2017. Over the past twenty years he has been
associated with the academic circle, mainly teaching courses on Marketing Strategy, Services
Marketing, Rural Marketing & Digital Marketing to post graduate Management students. He is an
active member of professional bodies like AIMA, ISTE, SPSS South Asia, and Capsim
Management Simulation, USA. As a faculty, he has undergone extensive training and successfully
completed programs from IIM Ahmedabad and IIT BombayX platform during his academic tenure.

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