|
Course Name (English)
|
BRAND MANAGEMENT
|
| Course Code |
MKT539 |
| Course Description |
This course introduces the concepts of brand management in practice of other marketing programs. This includes the understanding of brand terminology and activities of brand management such as brand values and positioning, the implementation of brand marketing programs and measurement of brand performance. Thus, it exposes how brands are managed as strategic asset. The course also represents students to the challenges commonly faced by brand managers. |
| Transferable Skills |
Managerial
Analytics
Communication |
| Teaching Methodologies |
Lectures, Problem Based Learning (PBL), Collaborative Learning |
| CLO |
| CLO1 |
Analyze the core concepts of brand management. |
| CLO2 |
Demonstrate managerial skills related to formulation of brand management strategies. |
| CLO3 |
Present a brand plan. |
|
| Pre-Requisite Courses |
No course recommendations |
| Topics |
|
1. Brands and Brand Management
1.1) 1.1 What is brand?
1.2) 1.2 Why do brands matter?
1.3) 1.3 Can anything be branded?
1.4) 1.4 What are the strongest brands?
1.5) 1.5 Branding challenges and opportunities
1.6) 1.6 The brand equity concept
1.7) 1.7 Strategic brand management process
|
|
2. Customer-Based Brand Equity and Brand Positioning
2.1) 2.1Customer-based brand equity
2.2) 2.2 Sources of brand equity
2.3) 2.3 Identifying and establishing brand positioning
2.4) 2.4 Positioning Guidelines
2.5) 2.5 Defining brand mantra
|
|
3. Brand Resonance and the Brand Value Chain
3.1) 3.1 Building a strong brand: The four steps of brand building
3.2) 3.2 The brand value chain
|
|
4. Choosing Brand elements to Build Brand Equity & Leveraging Secondary brand Associations to Build Brand Equity
4.1) 4.1 Choosing Brand elements to Build Brand Equity
4.2) 4.1.1 Criteria for choosing brand elements
4.3) 4.1.2 Brand names
4.4) 4.1.3 URLs
4.5) 4.1.4 Logos and symbols
4.6) 4.1.5 Characters
4.7) 4.1.6 Slogans
4.8) 4.1.7 Jingles
4.9) 4.1.8 Packaging
4.10)
4.11) 4.2 Leveraging Secondary brand Associations to Build Brand Equity
4.12) 4.2.1 Conceptualizing the leveraging process
4.13) 4.2.2 Company
4.14) 4.2.3 Country of origin and other geographic areas
4.15) 4.2.4 Channel of distribution
4.16) 4.2.5 Co-branding
4.17) 4.2.6 Licensing
4.18) 4.2.7 Celebrity endorsement
4.19) 4.2.8 Sporting, cultural, or other events
4.20) 4.2.9 Third-party sources
|
|
5. Designing Marketing Programs to Build Brand Equity
5.1) 5.1 Integrating marketing
5.2) 5.2 Product strategy
5.3) 5.3 Pricing strategy
5.4) 5.4 Channel strategy
|
|
6. Integrating marketing Communications to Build Brand Equity
6.1) 6.1 The new media environments
6.2) 6.2 Four major marketing communications options
6.3) 6.3 Brand amplifiers
6.4) 6.4 Developing integrated marketing communication programs
|
|
7. Branding in Digital Era
7.1) 7.1 Key Issues for Branding in Digital Era
7.2) 7.2 Brand Engagement
7.3) 7.3 Digital Communications
7.4) 7.4 Overview of Social Media Paid Channels
7.5) 7.5 Mobile Marketing
7.6) 7.6 Influencer Marketing and Social Media Celebrities
7.7) 7.7 Content Marketing
7.8) 7.8 The Pros and Cons of Paid Channels and the Need for Integration
|
|
8. Developing a Brand Equity Measurement and Management System
8.1) 8.1 Conducting brand audits
8.2) 8.2 Designing brand tracking studies
8.3) 8.3 Big data & marketing analytics dashboards
8.4) 8.4 Establishing brand equity management system
|
|
9. Designing and Implementing Brand Architecture Strategies
9.1) 9.1 Developing a brand architecture strategy
9.2) 9.2 Brand portfolios
9.3) 9.3 Brand hierarchies
9.4) 9.4 Corporate branding
9.5) 9.5 Brand architecture
|
|
10. Introducing and Naming New Product and Brand Extensions
10.1) 10.1 New products and brand extensions
10.2) 10.2 Advantages of extensions
10.3) 10.3 Disadvantages of brand extensions
10.4) 10.4 Understanding how consumer evaluate brand extensions
10.5) 10.5 Evaluating brand extension opportunities
|
| Assessment Breakdown | % |
|---|
| Continuous Assessment | 100.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Assignment |
Individual Assignment
(Company Brand Analysis) |
10% |
CLO2
|
| Final Test |
Final Test |
30% |
CLO1
|
| Group Project |
Group Assignment
(Brand Plan Report & Presentation) |
50% |
CLO3
|
| Quiz |
Individual Quiz |
10% |
CLO1
|
|
| Reading List | | Recommended Text | - Kevin Lane Keller, Vanitha Swaminathan 2019, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5 Ed., Pearson
|
|---|
| Reference Book Resources | - Kirti Dutta 2012, Brand Management:, OUP India [ISBN: 0198069863]
- Vincent, L 2012, Brand real: how smart companies live their brand promise and inspire fierce customer loyalty., American Management Association New York
- Neil Gridley,Yasushi Kusume 2013, Brand Romance, Palgrave Macmillan [ISBN: 9781137369000]
- Jean-Noël Kapferer 2012, The New Strategic Brand Management, Kogan Page Limited [ISBN: 0749465158]
- Kevin Lane Keller,Tony Apéria,Mats Georgson 2011, Strategic Brand Management, Pearson Education [ISBN: 0273737872]
|
|---|
|
|---|
| Article/Paper List | This Course does not have any article/paper resources |
|---|
| Other References | This Course does not have any other resources |
|---|
|
