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Post Graduate Programme in Management 2013-14 TERM: IV

TITLE OF THE COURSE: BRAND MANAGEMENT


CREDITS: 04

Name of the Faculty member: Ashish Sadh Faculty Block -A Room No. Email: ashish@iimidr.ac.in
COURSE DESCRIPTION
Brands and branding are very critical for an organization. Brands are also considered to be the key intangible asset that an organization possesses. Past research suggests that profitability is directly linked with an organizations ability to differentiate its products and to build strong brands. One of the most important skills that marketing manager must possess today is an ability to build, manage and enhance the brand equity. Given the proliferation in products and brands in last few years the job of brand manager gets more and more challenging. For an emerging market like India wherein more and more MNCs enter into the market and the market becomes more competitive, brands become one of the key sources of a Sustainable Competitive Advantage. Brand Management is no more restricted to Fast Moving Consumer Goods. In order to stay competitive new sectors such as Industrial Goods Companies, Media, Software, Banks, Insurance, Telecommunication, Retail and other service industries need to put into the practice the brand management strategies.

Telephone Number 528

COURSE OBJECTIVES
1. 2. 3. 4. 5. 6. To help the participants understand the significance of Brands for an organozatio To sensitize the participants with the key decision areas in Brand Management To introduce the participants with the Brand Management System. To provide a better understanding of Customer Based brand Equity. To help the participants identify different approaches to Brand Equity Measurement. To help the participants understand Brand Extension opportunities.

PEDAGOGY/TEACHING METHOD:
There will be 20 sessions of 75 minutes each, consisting of conceptual discussions, cases, assignments (presentations). The guidelines for group assignment will be provided separately. All participants are expected to come prepared and reflect on the cases and readings (book chapters included) in the classroom sessions.

EVALUATION
End Term Exam Mid term Exam CP Assignment

Weightage
30% 30% 10% 30%

Total SCHEDULE OF SESSIONS Module I Introduction Module Objective

100%

To help the participants understand 'what is a brand and why it is important for a business organization.

Sessions and Objective


Session 1 Understanding Brands and Brand Management Reading: HBS Note on Brands and Branding SR: The Anatomy of a Brand Case: Snapple Sessions 2 and 3 Understanding Brand Management System and Key decisions in brand management Reading: 'Creating and Managing Brands' by Alice M. Tybout and Gregory S. Carpenter from the book "Kellogg on Marketing" Case: Procter and Gamble (A) Session 4 Strong Brands: What are they made up of? Reading: 'What is a Strong Brand' by David Aaker Case: MTV

Module

II Understanding and Measuring Brand Equity

Module Objective
To introduce the participants with the concept of Customer Based Brand Equity and different approaches for measuring the same.

Sessions and Objective


Sessions 05 and 06 Objective: To introduce the participants with some of the commonly prevalent practices of brand equity measurement. Readings: Brand Asset Valuator 'Conceptualizing, Measuring and Managing Customer Based Brand Equity' article by Kevin Lane Keller , Journal of Marketing (1993) Module III: Managing Existing/Current Brands Module Objective: To help the participants understand what are the key decisions in Managing Existing brands. Sessions 07 and 08 Objective: To understand the concepts Brand Identity, Brand Image and Brand Positioning. Reading: 'Brand Identity System' chapter from the book Building Strong Brands' by David Aaker. Case: Land Rover North America / BMW Z3 Sessions 09 and 10 Objective: To help the participants understand evolution of a brand. Reading: Case: Starbucks: Delivering Customer Service / Dove Evolution of a Brand Session 11 Objective: To understand Brand extension as a strategic decision and to identify the opportunities for the same. Reading: Brand Extensions: the Good, the Bad and The ugly Assignment Session 12: same as in session 11 Case: Inside Intel Inside

Session 13: To help the participants understand about how to take brands to the global market as strategy to manage brands over time. Reading: How global brands compete. Module IV: Managing New brands Module Objectives: To help the participants understand critical decision areas in introducing new brands. Session 14: Brand Architecture Decisions Reading: 'The Brand Relationship Spectrum' article by David Aaker. Case: Nivea Session 15: Managing Brand Transition Reading: 'Handling name changes' chapter from the book by J. N. Kapferer Case: Black & Decker Corporation Household Products Group- Brand Transition Session 16: Managing a New Brand Introduction Reading: 'Managing a Multi Brand Portfolio' chapter from the book by J. N. Kapferer Case: Sony Eye Toy Session 17: Managing brands during crisis Reading: A Strategic Approach to Managing Product Recalls Case: Intel's Pentium; When the Chips are down. Session 18: Managing Corporate Brands Reading: Leveraging the Corporate Brand Article by David Aaker (California Management Review) Case: DuPont / GE Session 19: Brand Building and Social Marketing Case: Excellence in Social Marketing: WHO ORS Session 20: Course review

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