Course outline p&bm


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Course outline p&bm

  1. 1. ISB&M Nande Prof.Sunny AroraPGDMTerm III, 2011-13 PRODUCT & BRAND MANAGEMENT COURSE OUTLINE1. COURSE OBJECTIVE Managers need to understand what exactly a Brand is. Branding is a term used very frequently in Boardrooms and in Marketing divisions. How is Brand Building different from Promotional activities like Advertising? What all goes into a Brand for it to be a success? Where do we place Branding in our Marketing Plans? The course tries to answer all such questions with the theories that have been recently conceived and are followed in the Academic circles globally. This course will develop the skillset to create a comprehensive Branding Strategy for anything that comes under the scope of Marketing.2. CONTENTS OF THE COURSE 1. Brand Equity Models by Aaker and Keller. 2. Brand Identity Models by Aaker and Kapferer. 3. Theory of Brand Personality. 4. Understanding the System of Brands. 5. Limits of Extension of Brands. 6. Measuring Brand Equity. 7. Concepts of doing a comprehensive Strategic Brand Analysis.2. COMPONENTS OF EVALUATION Presentation : 20 Project ++ : 20 Attendance ** : 10 Case Analysis : 10 End Term : 40
  2. 2. Criteria for Evaluation on performance in PresentationsContent*** : 10Presentation Aesthetics : 3Delivery : 3Q&A : 2Time Management : 2Note: Presentation has to be delivered in a maximum time of 30 min. and every member of thegroup has to participate. There would be a Q & A session after the presentation for 10 min.** 2 Marks deducted for every lecture missed*** Marks on content are further subdivided on the basis of • How comprehensively are the topics covered • Understanding and Explanation of the topic • Examples (preferably Indian) • Visual and aural usage • References++ All the students have to prepare a Strategic Brand Analysis of a company of their choice. TheProject has to be submitted in both assignment and presentation format.Contents of the Branding Project • Executive Summary and table of Contents • Introduction of the Brand (Brand over the years, Market Analysis and Competitive Analysis) • Brand Equity Initiatives • Brand Identity of the Company • Leveraging of the Brand • Brand Valuation • Future course of actionSend me both the documents zipped as a single file.Note: All your individual submissions reaching me directly or indirectly should be named as
  3. 3. <PGDM_2011-13>_<Name>_<ISBM Roll No.> _<Topic> All your group submissions reaching me directly or indirectly should be named as<PGDM_2011-13_<Topic>3. SUGGESTED READINGS A. Books 1. Aaker, David A. ; Building Strong Brands, Pocket Books. 2. SenGupta, Subroto; Brand Positioning: Strategies for Competitive Advantage, Second Edition. 3. Aaker David A. ; Managing Brand Equity, The Free Press. 4. Kapferer, Jean Noel; Strategic Brand Management, Kogan Page Publishing, Second Edition. 5. Keller, Kevin Lane; Strategic Brand Management, Prentice Hall, Second Edition. 6. Aaker, David A. ; Brand Portfolio Strategy, Free Press Publishing. 7. Ries, Al and Jack Trout; Positioning: The Battle for your Mind, McGraw Hill. B. Journals 1. Journal of Marketing 2. Journal of Consumer Research 3. Harvard Business Review 4. Journal of Advertising 5. Journal of Marketing Research
  4. 4. Strategic Brand Management Term III(January 09 – March 10, 2012) Session 1: Introduction to Branding – A Case Study on ‘Shimla Dairy Products’Pre-sessionReading • Basics of BrandingLearning • Introduction to various Brand Management Strategies as aOutcome subset of Marketing Strategies Session 2: Branding and Positioning – A Revision • Definitions and concepts of Branding and Positioning Sengupta,Pre-session • Methods of Positioning SubrotoReading • Problems in Positioning • Practical Applications of PositioningLearningOutcome • Positioning as an integral component of Marketing Strategy Session 3: Models of Brand Equity • Definition of Brand Equity Aaker, Building StrongPre-session • Components of Brand Equity Brands;Reading Pgs 1-26 • Customer Based Brand EquityConceptual Aaker,Exercises/ • Visualize the meaning of a Brand in terms of its ManagingApplication components Brand Equity;Exercises/ Pgs 1-180Case Study • Application of the various Models of Brand Equity Keller, KevinLearning • Placing it in the right context when designing the Marketing Lane; PgsOutcome Plan and while discussing Promotional Strategies 41-117 Session 4: Branding of Saturn
  5. 5. Aaker,Pre-session • The Saturn Story Building StrongReading Brands; Pgs 37-66Group Work • Presentation on The Saturn Story(In Classroom) • Understanding a new way of Brand Management as appliedLearningOutcome by GM for its Brand Saturn Session 5: Concept of Brand Identity Aaker, • Aaker’s Model of Brand Identity Building StrongPre-session Brands;Reading • Kapferer’s Brand Identity Prism Pgs 67-136, 175-206 • Importance of Brand Identity in Strategic BrandLearning Management Kapferer, PgsOutcome 90-122 • Applications of various models of Brand Identity Session 6: Brand Equity of Maggi in India • Information search on Brand Building initiatives of MaggiPre-sessionReading since its launch in India • A Presentation on Branding Strategies of Maggi in India explaining the Brand Equity models of Aaker’s and Keller’sGroup Work • Their Positioning and Repositioning initiatives(In Classroom) • The gamut of products they offer and their Branding initiatives • Getting Clarity on the concepts of Brand Equity through theLearningOutcome example of Maggi Session 7: Brand Identity of Vodafone in India
  6. 6. • Information search on Brand Building initiatives ofPre-session Vodafone since its acquisition of Hutch in IndiaReading • The Brand legacy that Hutch owned • A Presentation on Branding Strategies of Vodafone in India explaining the Brand Identity Models of Aaker’s andGroup Work Kapferer’s(In Classroom) • The concept of Core and Extended Identity through its example • Getting Clarity on the concepts of Brand Identity throughLearningOutcome the example of Vodafone Session 8: Literature on Brand Personality • Concepts of Brand Personality Aaker,Pre-session Building StrongReading • Brand Relationships Brands; Pgs 137-174 • Definition of Brand Personality • Creation of Brand PersonalityClassroomSession • Relationship Basis Model • Brand Personality Scale • Similarity between Brand Personality studies and HumanLearning personality studiesOutcome • Thoughts behind development of Relationships Session 9: Brand Personality of Pepsi and Adidas
  7. 7. Pre-session • Branding Initiatives of Pepsi and AdidasReading • Presentation on Pepsi and Adidas exhibiting theGroup Work(In Classroom) personalities of these Brands • Understanding the importance and implication of building personalities of BrandsLearningOutcome • Contrasting the personalities of close competitors and realizing the difference in strategies Session 10: Managing the Brand • Roles assigned to Brands in a system of Brands Aaker,Pre-session Building StrongReading • Brand Relationship Spectrum Brands; Pgs 239-268 • Relationship of various Roles of Brands in a System of Brands Aaker, Brand • Impact of the Subbrands on the Parent Brand and the otherClassroom PortfolioSession Brands in the System Strategy; Pgs 36-64 • Brand Roles assigned to various Brands in some major organizations • The logic behind assigning such rolesLearning • The responsibilities and benefits for brands with such aOutcome system in place Session 11: How to select Brand Names • Types of Names used for Brands Aaker,Pre-session ManagingReading • Why are names kept that way Brand Equity; Pgs 181-205Group Work • A Presentation on Naming a Brand Ries & Trout,(In Classroom) Pgs 71-84
  8. 8. • The rationale behind choosing a Brand NameLearningOutcome • The Linguistic and Psychological aspects behind the concept Session 12: Leveraging the Brand • What is Leveraging a Brand? Aaker,Pre-session Building StrongReading • Methods by which it can be done Brands; Pgs 269-302 • Vertical Extensions of Brands Aaker,Classroom • Range Brands and Ad Hoc Brands ManagingSession Brand Equity; • Limits of Extending the Brand Pgs 206-237 • Which Brands can be extended?Learning • How much can they be extended?Outcome • Under what circumstances are they extended? Session 13: A study of P&G IndiaPre-session • Information search on System of Brands of P&G IndiaReading • A Presentation on the system of Brands Procter & GambleGroup Work(In Classroom) follows in India and also abroad • Various Roles, benefits and responsibilities of the all theLearningOutcome Brands in the P&G Portfolio
  9. 9. Session 14: Measuring Brand Equity • How do we measure Brand Equity? Aaker,Pre-session Building StrongReading Brands; Pgs 303-338 • Measuring mechanisms devised by various organizationsGroup Work(In Classroom) • Are these measures definitive or approximations? • Guidelines of measuring Brand EquityLearningOutcome • Applicability of the methods in various circumstances Session 15: Branding of Cult Brands (Thums Up and Harley Davidson) • Information search on Brand Building initiatives of Thums Up pre and post-Coca Cola acquisitionPre-session • Information search on Brand Building initiatives of HarleyReading Davidson • What is a Cult Brand? • A Presentation on Brand Building initiatives of Thums UpGroup Work(In Classroom) and Harley Davidson and their success • How to we build Cult Brands?LearningOutcome • Benefits of building a Cult Brand Session 16: Repositioning of Airtel • Information search on Repositioning initiatives of AirtelPre-session Sen Gupta,Reading • Concept of Repositioning Subroto; Pgs • A Presentation on the concept of Repositioning initiativesGroup Work Ries & Trout,(In Classroom) of Airtel from its launch till date Pgs 61-70Learning • Difference of Positioning and RepositioningOutcome • Problems in Repositioning
  10. 10. • Need of Repositioning Session 17: Revitalizing a Brand - Dabur • Meaning of Revitalizing a Brand Aaker,Pre-session ManagingReading • Methods of Revitalizing Brand Equity; Pgs 238-262 • A Presentation on Revitalizing the Brand DaburGroup Work • The structural changes Dabur brought in the organization to(In Classroom) Revitalize the brand • Need for RevitalizationLearning • Situations in which Revitalization of Brand is requiredOutcome • Benefits of Revitalization Session 18: Branding of Services (Kingfisher Airlines and The Taj Group) • Information search on Branding initiatives of Kingfisher AirlinesPre-sessionReading • Information search on Branding initiatives of The Taj Group • The products and services they offer • A Presentation on Service Branding • All Branding concepts have to be appliedGroup Work(In Classroom) • Marketing differences between Services and Products have to be highlighted • Difference in Marketing and Branding ServicesLearningOutcome • Applicability in Branding of different kinds of services Session 19: Branding of Organizations – The Virgin Group
  11. 11. Aaker, • Information search on Brand Building initiatives of thePre-session Building StrongReading Virgin Group globally Brands; Pgs 107-136 • A Presentation on the Brand Building of Virgin • Benefits of building a Corporate BrandGroup Work(In Classroom) • How the Subbrands contribute to and profit from a strong Corporate Brand?Learning • Advantages of a strong Corporate BrandOutcome Session 20: Case Study of ‘The Mountain Man Brewing Company’ • Concepts of Brand Equity and Brand Identity • Leveraging a BrandPre-sessionReading • Managing a Brand • Basics of Financial AnalysisLearning • Practical implications of Extensions of a BrandOutcome