Brand Management

OBJECTIVES:
• To understand the basic Principles of branding.
• To understand the key issues in crafting and evaluating brand strategies.
• To improve the skills in delivering persuasive brand presentations.
• To evaluate brand extension and its contribution to parent brand.
• To develop an understanding of brand equity and a range of performance related outcomes.

UNIT I INTRODUCTION
Basics Understanding of Brands – Definitions – Branding Concepts – Functions of Brand – Significance of Brands – Different Types of Brands – Co branding – Store brands.

UNIT II BRAND STRATEGIES
Strategic Brand Management process – Building a strong brand – Brand positioning – Establishing Brand values – Brand vision – Brand Elements – Branding for Global Markets – Competing with foreign brands.

UNIT III BRAND COMMUNICATIONS
Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of Brand ambassadors, celebrities – On line Brand Promotions.

UNIT IV BRAND EXTENSION
Brand Adoption Practices – Different type of brand extension – Factors influencing Decision for extension – Re branding and re-launching.

UNIT V BRAND PERFORMANCE
Measuring Brand Performance – Brand Equity Management – Global Branding strategies – Brand Audit – Brand Equity Measurement – Brand Leverage -Role of Brand Managers– Branding challenges & opportunities.

OUTCOMES:
• Have a solid understanding of the key ‘branding’ concepts, methods and tools used by marketing practitioners.
• Be able to more confidently engage in and contribute to ‘brand building’ projects, developments, and discussions.

REFERENCES :

1. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing Brand Equity, Pearson, 4th Edition, 2013.
2. Aker, David, Building Strong Brands, Simon and Schuster,1995.
3. Kapferer J.N, Strategic Brand Management, 4th edition, Kogan Press, 2008.
4. Moorthi YLR, Brand Management – I edition, Vikas Publishing House 2001.