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T.A.

PAI MANAGEMENT INSTITUTE, MANIPAL


Course Title
Programme
Batch
Term
Course ID
Credits
Course
Instructors

COURSE OUTLINE
Brand Management
PGDM
2015-2017
4
BRMT
3 (24 Sessions)
Prof. Simon George and Prof. Vinod Madhavan

Introduction:
This course focuses on management of products more specifically on brands, in
a marketing set up of a company. A brand focused management has assumed
importance in the background of more intense competition among brands in the
market and due to the need of more focused support required for each brand in
the company. Products are generic and tangible expressions, while brands are
the tangible and intangible expressions of a product. Brands tell consumers
about its origin, identity, personality, culture, values in addition to the functional
utility that it offers. A brand very specifically expresses a product through a
name. Brand management hence consists of creating tangible and intangible
assets in a product to the satisfaction of the customers by fulfilling his needs. It
also means being strategic to be more effective than competition. Brands
provide an opportunity for the company to differentiate a product through its
tangible features and make it stand out distinct against competition. A key task
of branding involves giving an appropriate name to a product to make it distinct
and easily identifiable. The name, the tangible and intangible dimensions added
over a period of time creates a unique aura around each brand. This task of
consciously and consistently nurturing a brand favorably and positively in the
mind of the consumer is called Brand management.
Brand management thus essentially include product creation, product
development, creating an identity and value, product launch, communicating
the image and building the brand. It also includes developing very deeper
understanding of present and potential consumers (their characteristics and
behavior) too. These tasks are carried out with a strategic intention to create
powerful brands. These tasks form the various components of discussion in this
course on Brand management.
Course Objectives:

To understand the importance of brand focused management in a marketing


set up.
To assess any product/brand using its external and internal dimensions.
To develop abilities to look at a product and its various dimensions from a
customer angle
To understand the importance of working as a team among R&D, production,
finance/costing and marketing/ brand.
To enhance ability to identify problems in the management of a brand and
equip them to develop appropriate solutions.
To equip them to develop brand related strategies.

Course Learning Outcomes (CLO):


At the end of this course students will be able to:
Do a product portfolio analysis of a company.(PLO 1A)
Do segmentation of the market especially psychographic segmentation.(PLO
1A)
Do a perceptual mapping of brands and develop a brand positioning
approach. (PLO 5B)
Develop a brand identity prism. (PLO 1A, 3A)
Measure the equity of a brand. ( PLO 3D)
Do brand valuation. (PLO 3B)
Do a brand audit and develop a brand report card. (PLO 2A, 5B)
Course Content:

Concept of a Brand
Products and product Development process
Brand Architecture and Product portfolio analysis
Brand analysis
Product- market fit. Understanding Segmentation strategies
Developing Positioning strategies.
Creating a Brand identity.
Brand Equity
Branding management Strategies
Market testing
Product launch and re-launch.
Brand extension-an effective brand strategy
Brand valuation
Brand audit and brand report card
Digital branding

Prescribed Text Book:


Kevin Lane Kelle, Parameshwaran and Issac Jacob (2013), Strategic Brand
Management, 4th

Edition, Pearson Education.

Policy on Plagiarism:
Plagiarism of any kind and to any extent would attract penalties. The
assessment would be zero for the particular component, with no further
opportunity to improve. Repetition of the offence would result in failure in the
subject.

Student Assessment Scheme:


Details of Evaluation components (mid-term & end
term)

Yes / No

Weightage
(%)

Duration
(Minutes)

Open / Close
Book

Mid Term Exam

NO

NA

NA

NA

End Term Exam

YES

35%

120

Close book

Other Evaluation Components


Details of Evaluation components (other than mid-term
& end term)

Sl No. Type of Assessment

Weightage

Schedule in the session plan

Class participation

30%

All sessions

Quiz

15%

After 16th session

Assignment

20%

After 20th session

Assessment of Learning:
Programme Learning Goals-Objective Course Matrix:
PLG

PLG
1

PLG
2

PLG
3

Programme Level Learning


Goal

PLO
Programme Learning Objective
#

Demonstration of mastery in
the fundamentals of the
technical and functional
areas of management of an
enterprise
Demonstration of
understanding of effective
integration and coordination
of all functional areas and
the resultant impact on the
performance of an enterprise
Demonstration of conceptual
knowledge and skills to view
an enterprise as a whole and
of how the enterprises

PLO Apply of appropriate technical


1A tools in a managerial context
PLO Articulate business context in
1B terms of functional aspects
PLO Describe interlinkages among
2A functional areas of an enterprise
Analyze and interpret the
PLO
performance of an enterprise and
2B
its various functional units
Articulate various concepts in
PLO management and demonstrate
3A their application in specific
business context

Addresse
d by the
Course
Yes No

PLO
3B
strategy and organization
should be harmonized with
the external forces in the
environment

PLO
3C

PLO
3D

PLG
4

Application of the principles


of ethics and corporate
governance in a variety of
settings

PLO
4A
PLO
4B
PLO
5A

PLG
5

Demonstration of the
capacity to take leadership
role in business situations

PLO
5B

Describe a problem faced by an


enterprise and demonstrate the

application of specific concept(s) in


that context
Describe the external environment
faced by an enterprise and its
implications to the enterprise's
present and future
Comprehend the linkages between
an enterprise's external
environment and its internal forces

and demonstrate the ability to


form a strategy and the steps of its
execution
Describe a context of ethical
dilemma and demonstrate the
ability to articulate the right versus
the wrong in the given context
Demonstrate the ability to envision
the possible negative impact of an
corporate decision and suggest the
correct decision(s) in the context
Describe the issues pertaining to
leadership in a given context of an
enterprise
Demonstrate the ability to take
decisions as a leader of an
enterprise in a given context,
envision the consequence and

demonstrate the will to face the


consequences of the decision
taken

Session

SESSION PLAN

2
3

Session title
What is brand
management?
Brand elements
What is brand
management?
Brand elements
What is brand
management?

Pertai
ns to
obj.

Method

Text
book
chapt
er

1B

Discussion

Ch.1&
2

1B

Discussion

Ch.1&
2

1B

Discussion

Ch.1&
2

Case/exerci
se

Other Reading
Concept of a
brand

Case: NACCO
- Marketing
jam
Case: NACCO
- Marketing

Concept of a
brand
Concept of a
brand

Brand elements

jam

Brand
Architecture and
Product portfolio
analysis

Product
portfolio
analysis

Product portfolio
analysis

In class
exercise

Brand
Architecture

Case:
Mahindra
rise

10

11

12

13
Se
ssi
on
no.
14

Product
development and
brand analysis
Product
development and
brand analysis
Product
development and
brand analysis
Establishing
product market
fit- Segmentation
and Brand
positioning
Establishing
product market
fit- Segmentation
and Brand
positioning
Brand Identity

Brand Identity

Session title
Market testing
for brand launch

1A

Discussion

1A

Discussion

2A

Discussion

Ch.11

Ch.11

2A

Discussion

Case: Victor
brand

2A

Solution
presentati
on

Case: Victor
brand

5B

5B

1A &
3A

1A &
3A
Pertai
ns to
obj.

Discussion

Discussion

Case: Ontela
PicDeck (A)

Case: Pride
stovesAssessing
brand value.

Discussion

Lecture

Chapter 8 &11 of
Kotler, Keller,
Koshy, Jha.
Brand Identity by
Jean Noel
Kapferer

Discussion

Method

Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 20 of
Kotler, Keller,
Koshy, Jha.
Chapter 8 &11 of
Kotler, Keller,
Koshy, Jha.

Ch.3

Ch.3

Winning marketsBy Philip Kotler

Text
book
chapt
er

Brand Identity by
Jean Noel
Kapferer

Case/exerci
se

Other Reading

Chapter 19,
of Kotler,
Keller, Koshy,
Jha.

Test marketing
new products Chapter 10- book
on New Product

15

Brand equity

3D

Discussion

Ch. 8
&9

16

Brand equity

3D

Discussion

Ch. 8
&9

development by
Robert .J.
Thomas.
(a)Brand Equity
and its
measurement Notes by
Instructor.
(a)Brand Equity
and its
measurement Notes by
Instructor.

Quiz (15%)

17

18

(a)Brand Equity
and its
measurement Notes by
Instructor.
(a)Brand Equity
and its
measurement -

3D

Discussion

Case: Kurlon
ltd.

3D

Solution
presentati
on

Case: Kurlon
ltd.

19

Branding
Strategies

5B

Discussion

Ch.11

Case: Loreal

20

Branding
Strategies

5B

Discussion

Ch.11

Case: Loreal

Branding
strategies in a
changing
Marketing
environment.
Branding
strategies in a
changing
Marketing
environment.

Assignment- Brand report card 20%

21

22
23

Brand extension

Brand valuation
Digital branding

1A

Discussion

3B

Discussion

3B

Discussion

Ch.12

Case: Hi
designleather
heritage or
life style
brand

Leveraging brand
equity for
developing
appropriate
brand extension
strategies. By
Instructor.
Assessing brand
Value- by Michael
Birkin.
Branding in the
digital Age, by
David C

Adelman,
Harvard Business
Review.
24

Digital branding

5B

Case
discussion

Case: Accor

a) Case discussion and submission


The cases mentioned in the course outlines will be discussed in class. The
following steps will be followed: (1) Students come prepared to the classes
reading the case well. (2) In certain cases, the questions for preparation will be
sent 1-2 days earlier. (3) Each case thus will be discussed in class. (4) In
addition to discussions, certain things will be worked out/done in class. The
output of that may be evaluated too.(5) problems are identified in class, through
discussion and analysis. (6) The solutions to the problems identified will be
presented- either orally or written. (7) The solutions present will be evaluated.
b) Assignment- Brand audit and Brand report card
Students in groups have to identify a brand. The following data has to be
collected (either primary or secondary) : 1. The company and its performance 2.
The brand and its performance. 3. Competitors and their performance. 4. Brand
-its attributes and benefits. 5. Pricing, Positioning and Promotion decisions- in
the last 2-3 years.5. Brand audit, using the instrument provided. 6. Your
interpretation and conclusions in terms of USP, KSF, SWOT etc.
7.
Recommendations for improvement. The report in the above structure has to be
submitted.
Reference books:

Jean Noel Kapferer (2003) Strategic brand management, 2/e, Kogan Page.
Paul Stobart (1995) Brand Power, 2/e,The Macmillan Press ltd. .
David Aker(1991)Managing brand Equity, 1/e,Free Press
David Aker (1996)Building Strong brands , 1/e, Free Press
Pran K Choudhury (2001) Successful branding, 1/e, University Press ltd.
YLR Moorthi (2002) Brand management,2/e, Vikas Publishing.

Endorsed by :
___________________________
Signature &
Date:________________________