Session Plan – Brand Management

Semester – VI
 Module – I
Module Lecture No. Topic Assignment / Case / Project Student work load
1   INTRODUCTION  
1. Take any product and illustrate
  1 Meaning & Importance of Brands the strategic brand  
management process for that
  2 Meaning & Importance of Brands product  

  3 Brands v/s Products  

2. For the same product illustrate
Challenges & Opportunities of the role of CRM in Brand
  4 Branding Building 3 HOURS

  5 Concept of Brand Equity  

  6 Brand Management Process  

  7 Brand Management Process 3. Brand Quiz  

  8 Role of CRM in Building Brands 4. Brand Equity  

Module – II
Student
Work
Module Lecture No. Topic Assignment / Case / Project Load

BRAND POSITIONING &

2   VALUE    

5. Illustrate the Brand Building Blocks for the

  9 Sources of Brand Equity same product  

  10 Brand Building    

6. Identify & establish Brand positioning for

  11 Brand Building your product  
Implications of Brand
  12 Building   2 HOURS
Brand Positioning: Brand
  13 Value    
Brand Positioning: Brand
  14 Value Brand Quiz  

  15 Internal Branding Brand Equity Discussion  

 Module - III
Lect. Student Work
Module No. Topic Assignment / Case / Project Load
3   BRAND MARKETING    
  16 Criteria for Choosing Brand Elements 7. Design the prodcut strategy for your product  

  17 Building Brand Equity: Product Strategy    

  18 Building Brand Equity: Product Strategy 8. Design the pricing strategy for your product  

  19 Building Brand Equity: Pricing Strategy    

  20 Building Brand Equity: Pricing Strategy 9. What IMC Tools will you use for the 10 HOURS
promotion of your product design the
  21 Integrated Marketing Communication same.  

  22 Integrated Marketing Communication    

10. Choose a celebrity for endorsing your

product. Draw a parallel between the
celebrity and the product
  23 Celebrity Endorsement  

  24 Concept of Co-Branding  

11. Illustrate various ways through which you

  25 Concept of Co-Branding can co - brand your product  
Module – IV
Lect. Student
Module No. Topic Assignment / Case / Project Work Load
BRAND PERFORMANCE &
4   BRANDING STRATEGIES    
12. Create brand extensions for the existing
  26 Brand Value Chain product  
  27 Brand Equity Management Systems    
13. Design various strategies that you will use
  28 Brand Equity Management Systems over the PLC for your Brand  
  29 Brand Hierarchy    
  30 Designing Branding Strategy    
  31 Designing Branding Strategy   11 HOURS
  32 Brand Extension: Concept    
Brand Extension: Advantages &
  33 Disadvantages    
Evaluating Opportunities of Brand
  34 Extension  
  35 Branding Strategy over PLC Brand Quiz  
  36 Branding Strategy over PLC Brand Equity Discussion  
 Module – V
Student work
Module Lecture No. Topic Assignment / Case / Project load
5   MANAGING BRANDS    

  37 Reinforcing Brands 14. Illustrate the various Brand  

Reinforcement techniques that you can
use
  38 Brand Revitalization for your brand  
Managing Brands
  39 Internationally    
Managing Brands 15. If you have to promote your brand globlly
  40 Internationally how will you do that? 8 HOURS
Advantages &
Disadvantages of
  41 Global Marketing    
Standardization v/s
  42 Customization  
  43 Global Brand Strategy Brand Quiz  
  44 Global Brand Strategy Class Test  
Evaluation Scheme

ASSIGNMENT/POJECT/CASE MARKS
1. Mid – Term 10

2. Case Study 05
3. Term – Long – Project 10
4. Attendance 05
TOTAL 30
 ALL THE BEST!!!
HAPPY BRANDING