Brand Management Lecture 1

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Brand Management Lecture 1

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

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