Sub Committee for Curriculum Development

Marketing Specialization
Course Name: Brand Management
Number of Credits: 2
Course Code MM P 018
Course Range 700-899
Level 4/5

Learning Objective(s):After the completion of this course, a student shall be able to :

i)
ii)
iii)
iv)

Discuss problems faced by organisations with regards branding and positioning.

Apply the concepts of building Brand Equity.
Analyse the Brand Marketing Programs.
Create and design important issues in planning, implementing and evaluating brand
strategies.
Organise and plan Brands as relationship builders.
Compare and choose different brand positioning strategies.
Integrate the different theories and models to measure brand equity.

v)
vi)
vii)
Pedagogy:
1.
2.
3.
4.

Lecture
Case Study
Projects
Group Presentation

Pre-learning:
1.

Marketing Management

Course Outline

Sr. No.
1.

Topic
Understanding Brands
o

What is a Brand, Product vs. Brand

Why Branding? - Brand Role & Relevance

Evolution of brand

Hours
2

RRM 1: Brand Ecosystem management by Thomas Foydel

2.

Brand as relationship builders

i) Value of brands to manufacturers, retailers and consumers and any

other stakeholders
ii) Building brand relationships with internal consumers.
RRM 2: Brands, Consumers and relationships by M. Patterson and Lisa
OMalley

3.

How Consumers Choose brands

i)
ii)

Brand & Branding perspectives, (Brand identity , Brand

personality and Brand Association)
Creating customer value ( Customer Based Brand Equity)

RRM 3 : Brand Management to protect Brand Equity

4

Identifying and establishing Brand Positioning

i)
ii)
iii)

Brand Positioning the concept

Competitive Frame of reference- Differential Advantage (POD
and POP)
Using symbols, celebrity endorsements for Positioning

RRM 4 : Meaningful Brands From Meaningless Differentiation: the

dependence on irrelevant attributes by Gregory Carpenter, Rashi Glazer,
and Kent Nakamoto
5

Managing Brand Architecture, Hierarchy & Portfolio

i)
ii)

Branding strategies ( Umbrella, individual, Combination)

Brand Architecture

RRM 5: Choosing between line extensions and second brands by Richard

Speed

RRM 6: Understanding Brand Equity for successful brand extension

Research in Branding Decisions ( to measure Brand awareness and Loyalty)

i)

Projective Techniques, ZMET, Brand Personality and

Values, Experiential Methods)
ii) Quantitative Research Techniques
(Brand Awareness, Brand Image, Brand Responses,
RelationshipsBrand Dynamics)
RRM 7 : Note on measuring brand awareness brand image brand equity
and brand value
7

Implementing Brand Communication Programs

i) Choosing brand elements for communication
ii) Role
of
Multiple
communication
(Events/Advertising/Sales Promotion/PR)

channels

Brand Evaluation:
i)
ii)
iii)
iv)

Brand and marketing-mix elements.

Consolidation, Extension, Deletion, Repositioning Brands
Managing Brand over time and brand life cycle
Relevant Branding Models (Kapferer Brand Identity Prism,
Aaker, Fourniers Relationship Model

Building Brand Culture

RRM 8 : Why do Brands cause trouble? A dialectical theory of consumer

culture and branding by Douglas Holt
10

Brand Equity Measurement

i.)
ii.)

11

Brand Audit,
Models of Equity measurement - concept

Contemporary issues in Branding & Case studies on innovative branding.

(Suggested)

Luxury Brands
Online Branding
Creating a Brand Cult
Emotional Branding
Sensory Branding (Lindstorm)
Social Branding
Cause Related Branding
Brand Communities
Sports Branding
Impression Management (Self Branding)

Total Hours

30

Recommended Reading Material:

1.
2.
3.
4.
5.
6.
7.
8.

RRM 1: Brand Ecosystem management by Thomas Foydel

RRM 2: Brands, Consumers and relationships by M. Patterson and Lisa OMalley
RRM 3 : Brand Management to protect Brand Equity
RRM 4 : Meaningful Brands From Meaningless Differentiation: the dependence on irrelevant
attributes by Gregory Carpenter, Rashi Glazer, and Kent Nakamoto
RRM 5: Choosing between line extensions and second brands by Richard Speed
RRM 6: Understanding Brand Equity for successful brand extension
RRM 7 : Note on measuring brand awareness brand image brand equity and brand value
RRM 8 : Why do Brands cause trouble? A dialectical theory of consumer culture and branding
by Douglas Holt

Textbooks and Reference Material:

1. Strategic Brand Management (3rd Edition) by Kevin Lane Keller, M. G. Parameswaran. &Issac
Jacob (To be distributed to students from Book Bank under sharing basis).
2. Strategic Brand Management Creating and Sustaining Brand Equity Long Term - J.N Kapferer.
Second edition.
3. Brand Management; Y L R Moorthy
4. Positioning; Al Ries and Jack Trout
5. Harvard Business Review on Brand Management (Harvard Business Review Paperback
Series) by Erich Joachimsthaler, David A. Aaker, John Quelch, and David Kenny
6. Building Brands by Advertising; David Aaker, Myers and Batra
7. Brand Asset Management Driving Profitable Growth through Your Brands by Scott David,
Wiley Publication, 2000 edition.
8. Brand Positioning Strategies for Competitive Advantage by SubrotoSengupta. Tata McGraw
Hill Publishing, Eleventh reprint 1997.
9. Brand Vision to Brand Evaluation-Leslie De Chernatony, Malcolm McDonald.
10. Brand Sense : How to build Powerful brands through touch, taste, smell, sight and sound by
Martin Lindstorm
11. Building Strong Brands by Aaker.
12. Brand Positioning Strategies for Competitive Advantage. By SubrotoSengupta
13. Building Brands That Win KaushikMukerjee Tata McGraw Hill Education , 2013.
Suggested Evaluation Methods:

2 credits

i)

Internal
a. Surprise Test/ Assignments b. Project on Brand Portfolio c. Case studies and presentation
d. Brand Quiz/ Class Test

Parallel/Similar courses the existing curriculum:

S.No.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Name of the course

Brand Management
Brand Management
Brand Management
Brand Management
Brand Management
Product and Brand
Management
Product and Brand
Management
Product and Brand
Management
Product and Brand
Management

Name of
Member
Designation
Org. / Inst.

Prof.
TarunGhosh
Faculty
SIMC UG Pune

Signature

Name of the Expert:

Signature:

Institute where it was offered

SCMHRD
SIIB
SIMS
SITM
SCMS PUNE
SIBM PUNE
SIBM BENGALURU
SITM
SIOM AS MINOR

Dr.
TruptiDhote
Assistant
Professor
SITM Pune

Dr. Nivedita
Sharma
Assistant
Professor
SIIB Pune

Dr. Swati
Nalawade
Associate
Professor
SIMS, Pune

Date:

Benchmarking:

Strategic Brand Management Course Outline Wharton University of

Pennsylvania, Spring 2013.

http://bschool.nus.edu/Portals/0/images/BBA/docs/MKT3418_S2.pdf
http://www.brescia.uwo.ca/academics/CourseOutlines/Archive/20112012/documents/MOS4415Sharen.pdf
Canadian Marketing Association : http://www.the-cma.org/educationevents/certificates/branding/outline
XIM B Product and Brand Management http://www1.ximb.ac.in/users/Off/Dean/DoDox4Co.nsf/27e84f44a7052
f4ce52569fe00080a03/2586493e91883b91652579510031d453/$FILE/C
ourse%20Outline-PBM.pdf