BRAND MANAGEMENT

MBA 2014

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.
Learning Goals

Students will learn, integrate and apply core concepts and tools in
management to develop innovative strategies to address business problems.

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.

Article group
Case prparation and participation
Group assignement
End term

15
30%
--15%
--40

brand

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

Branding introduction

Lecture and ppt

Session2

Why do brands fail

Class discussion

Session 3

Positioning and your brand

Chapter 3 Keller

Keys to positioning

Session 4

Implementing positioning
strategy
Points of Parity
Points of Difference
Six positioning strategies
Positioning templates
Kapferers brand prism

Saffola case study

Session 5

Aaker brand planning model

Core
Brand essence
Extended

Reading on black board

down load and prepare
strategicmangt

Session 6

Customer-Based Brand Equity (CBBE

Lecture and ppt

Session 7

Brand Elements:

Case Health center for

homeless

Brand Name
Logo
Symbol
Character
Packaging
Slogan

Trademarks
Creating a New Brand
Session 8

Brand association/personality

Fairever

Session 9

A case for brand Repositioning

Eileen fisher

Session 10

Corporate images

Reading
Brand crisis
Brand credibility

Session 11

Brand architecture

Case -Rose wood hotel and

resort

Creating a New Brand

Conditions/Reasons/Approach
Family vs. multi brands
The Brand Relationship Spectrum

House of brands
Endorsed brands
Sub-brands
Branded house

Ingredient Brands
Session 12

Session 13
Session 14

Brand extension
Line extension
Category extension
Advantages/Disadvantages
Extension strategy steps

Private labels and branding challenges

Managing Brands Over Time

Life Stages of a Brand

Launch
Initial uptake
Penetration/growth

Reading
The slippery slope of
expansion
Should you launch a fighter
brand

Plateauing Rule of Three

Decline
Rejuvenation
Demise

Session 15

Branding and social media

Session 16

Measuring brand equity

Session 17-20

Brand audit presentation

Inter brand
Brand asset value

Required Textbook

Kevin Lane Keller, Stategic Brand Management: Building, Measuring, and

Managing Brand Equity, 3rd Edition, Prentice Hall, 2007.

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.