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Brand Management Lecture 1

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  • 1. Brand Management PT MBA – Trimester III – Year 1 Lecture 1
  • 2. Lecture plan
    • 10 week(end)s
    • 7-8 sessions to cover the syllabus topics
    • 2 sessions – Case study presentations
    • 1 session – midterm test
  • 3. Marks
    • Final Examination  50%
    • Case Study Presentation  20%
    • Midterm test  20%
    • Participation & attendance  10%
  • 4. Scope of the course
    • Brand Management and its relation with Product Management, Contemporary Marketing, Corporate strategy
    • Behavioral aspects of customers.
    • Marketing plans- w.r.t. the customer, market, competitors.
  • 5. Today’s special
    • Introduction to Brands
    • Its relevance in growing competition
    • Brands and Corporate strategy
  • 6. A small trivia
  • 7. A small trivia
  • 8.  
  • 9.  
  • 10.  
  • 11.
    • There is certainly something in “The Name”
  • 12.
    • Its about being first to occupy that unique space in the customer’s mind
    • PC >> Workstation
    • Bisleri>> Pure water
    • Post it>> Stick on notes
    • XEROX >> Photocopier
  • 13.
    • BRAND – an Identity thats instantly recalled, unique Personality , clear utility and attributes
  • 14. Brand Management – Allied fields
    • BRAND
    • MANAGEMENT
    Human behaviour Strategic Management Marketing Communications Media

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