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BRAND MANAGEMENT MBA 2013

Instructor- Mala Srivastava Email id- mala.srivastava@nmims.edu Course Description A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate those of the competition. The essence of formulating competitive strategy is relating a brand to its environment. Although the relevant environment is very broad, encompassing social as well as economic forces, the key aspect of the brands environment is the industry or industries in which it competes. The goal of competitive strategy for a brand in an industry is to find a position in the industry where the brand can best defend itself against these competitive forces or can influence them in its favor. This course examines how to build brand equity, how to measure brand equity, how to formulate brand strategy, and other important brand issues. (This paragraph is taken from AMA definition and Porters five forces). Learning Goals Students will learn, integrate and apply core concepts and tools in management to develop innovative strategies to address business problems. brand

Students will learn, integrate and apply relevant qualitative and quantitative tools and techniques to analyze to solve brand strategy decision. Students will learn to assess local and global business contexts and use this assessment as input to brand strategy decision. Students will demonstrate an appreciation of multiple perspectives and experiences as well as the value of teamwork in brand strategy decision.

Evaluation 1. 2. 3. 4. Brand audit presentations Case prparation and participation Quiz and assignements End term 20% 20% --20% --40

Course Requirements Readings The readings are listed below on the schedule of topics. The textbook is a worthwhile source of material and you are encouraged to read the chapters. Case Studies The assignments for each case study will be posted on Blackboard. Please turn in electronic copies of case assignments at the beginning of class on the date that the case is to be discussed. Exam There will be an in-class exam in this class. The exam will be cumulative and will cover material from readings, lectures, cases, and in-class discussions, including material from guest speakers (if applicable). Course Project The course project experientially integrates the material presented in lectures and cases. It will involve much research and analysis of consumers in addition to research and analysis of a brand, the company that owns it, and its competitors. Your group should choose a brand that interests you, one that has readily available information, a member of a well-known category, and whose consumers are readily available to you. I advise you not to choose a brand that is known to be outstanding already (Coca-Cola),

Topic Session 1 Brands: Key Definitions and Concepts The concept of Brand Trademarks Brand Elements Brand Image Awareness (unaided/aided) Position/Positioning Positioning and your brand Keys to positioning Implementing positioning

Chapter 1 Kellers book

Session 2

Read chapter 3 Keller Three Questions You Need to Ask about Your Brand", by Kevin Lane Keller, Brian

Session 3

strategy Points of Parity Points of Difference Six positioning strategies Positioning templates Customer equity /band equity

Sternthal, and Alice Tybout, HBR, September, 2002;

Customer-Centered Brand Management, Harvard Business Review, September, 2004, By Rust, Zeithmal and Lemon; Read PDF CCBE

Session 4

Session 5

Aaker brand identity Core Brand essence Extended Brand Elements: Brand Name Logo Symbol Character Packaging Slogan

In China? Pick Your Brand Name Carefully, Harvard Business Review Idea Watch, September 2012, Reprint # F1209C

Trademarks Creating a New Brand

How Focused Identities Can Help Brands Navigate a Changing Media Landsacpe by S. Adam Brasel, Kelley School of Business, HBS Product # BH 479 (Business Horizons -2012 - 55, 283-291)

Session 6 Session 7

Brand association/personality Customer-Based Brand Equity (CBBE) Definition The effects of Brand Equity/Economic impact

Case study Visit the SRI Consulting Business Intelligence Web Site, and study the VALS

Segmentation Scheme: http://www.strategicbusinessi nsights.com/vals/ustypes.sht ml Kellers Customer-Based Brand Equity Pyramid/Model

Session 8

A case for brand loyalty

Marketing Malpractice The Cause and Cure, by Clayton Christensen, Scott Cook, and Taddy Hall; Harvard Business Review , Decemb

Session 9 Session 10 Session 11 Session 12

Kapfereor model Prism Designing the brand strategy Corporate brand images The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, By David A. Aaker, and Eric Joachimsthaler, California Management Review, Volume 42, No. 4, Summer 2000

Brand architecture Creating a New Brand Conditions/Reasons/Approach Family vs. multi brands The Brand Relationship Spectrum House of brands Endorsed brands Sub-brands Branded house

Keller: Chapters 5 & 6 (Optional)

Ingredient Brands

Session 13

Brand extension Line extension

Category extension Advantages/Disadvantages Extension strategy steps

Session 14 Session 15

A case of brand extension - Manchester product Managing Brands Over Time

Life Stages of a Brand Launch Initial uptake Penetration/growth Plateauing Rule of Three Decline Rejuvenation Demise

Session 16 Session 17 Session 18-20 Required Textbook

A case for brand revitalization case Measuring brand equity Brand audit presentation Inter brand Brand asset value

Kevin Lane Keller, Stategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition, Prentice Hall, 2007. David A. Aaker and Erich Joachimsthaler. Brand Leadership, The Free Press, New York, NY. 2000 Blackboard Site- A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as Blackboard will be the primary venue for outside classroom communications between the instructors and the students.

Alternative Textbook

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