For T3 (marketing) students of Shanti Business School

1. Course Title: Brand Management
Credit Points: 3 No. of sessions: 33
Faculty: Manish Parihar
Purpose of the course
The purpose of the ‘Brand Management’ course is to give a fundamental understanding of how to build, measure, and
manage brands.
What is a brand?
A ‘brand’ is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or
combination of them) and how it relates to key stakeholders: customers, staff, partners, investors etc.
Course Deliverables
Understand the fundamentals of brand management and measuring brand equity
Understand how marketing activities are carried out to increase brand equity
Contemporary issues in the world of brand management
Course Description
Text-
Session
Module No
Topic Name Sub-topics book
reading
Comparision of top brands with GDP of
What is a brand? The importance of brands "Do selected countries. Historical origins of
1. 1 brands rule the world of marketing?" branding.
Introduction What can be 'branded'? The biggest global and Examples: Coke, DeBeers, Eaton, Intuit, Chapter
to brands and Indian brands. Branding challenges and Google, National Geographic, Star Wars, 1
brand 2 opportunities. WWF
management
The concept of 'brand equity'. The strategic
3 process of brand management Example of Christie's Auctions
4 Brand equity as perceived by the customer Apple Computer associations
The concept of brand awareness and brand
5 image Example of The Body Shop Chapter
2
6 The four steps of building brands Tropicana and Campbell's Soup
2. Brand
equity and Creating value for customers and relating Brand imagery, brand judgements, brand
brand 7 customer equity to brand equity feelings, brand resonance, brand salience
positioning
8 Establishing brand positioning PODs, POPs, Positioning of Diet Coke
Example of BMW. Concept of 'brand Chapter
9 Positioning guidelines mantras' with example of Nike 3
10 Brand Audits Example of Rolex Watches
Brand names, brand associations, URLs, Logos
Chapter
and symbols, characters, slogans, jingles,
4
11 The different brand elements and their tactics packaging,
Shanti Business School | T3 | 2012

2. Memorability, meaningfulness, likability,
12 Criteria for choosing brand elements transferability, adaptability, protectability
3. Designing and implementing marketing
Implementing 13 programs Experiential marketing, permission marketing Chapter
marketing Examples: American Airlines, Marlboro, 5
programs to General Motors, Louis Vuitton, Tupperware,
build brand 14 Product, price and distribution strategies Goodyear
equity Chapter
Integrating marketing communications to build
15 brand equity MarCom options 6
Companies, countries of origin, channels of
Chapter
distribution, co-branding, characters,
7
16 The concept of secondary brand associations endorsements, events
Case Study - ‘Tata Indigo: An Indian sedan that spoilt an entire nation’ from Draft FCB+ULCA, Brand Building
17 Advertising, Concepts and Cases (Casebook II)
What is brand performance? The concept of
18 brand value chain. Example of CVS Pharmacy Chapter
8
19 Tracking brand performance Managing brands at Ogilvy & Mather
4. Brand Methods of measuring brand equity: Qualitative Free association, projective techniques,
performance 20 Research Techniques ZMET, experiential methods Chapter
and its 9
Expectancy value model, Young & Rubicam's
measurement
21 Quantitative Research Techniques brand asset valuator
Brand based and marketing based methods,
22 Comparitive Methods Conjoint analysis Chapter
10
Residual approaches, valuation approaches,
23 Holistic Methods of measuring brand equity general approaches
Brand-product matrix, example of ESPN,
24 Brand architecture and brand hierarchy General Motors Chapter
11
Examples of 3M, British Airways, Hershey's,
25 Designing a branding strategy Nestle. Concept of 'green marketing'
Ansoff's growth share matrix. Example of Chapter
26 New products and brand extensions Segway, Old Spice, Audi, Virgin, Gucci, Levi's 12
5. Enhancing
brand equity Examples of Gillette, Oldsmobile, Harley Chapter
for 27 Reinforcing and revitalizing brands Davidson, Mountain Dew, Volkswagen 13
sustainability
28 Global branding strategies Advantages and disadvantages of going global Chapter
14
Examples: Heineken, Coca Cola, Vodafone,
29 Building global customer based brand equity Kellog, Camay
Case Study – ‘Naukri.com – Guess you have heard of them’ from DRAFT FCB+ULCA, Brand Building
30 Advertising, Concepts and Cases (Casebook II)
Geographical branding - Case study 'city Article discussion with inputs from Prof. Satish Nair,
6. 31 branding of Ahmedabad' Nirma University
Contemporary
issues in
brand 32 Collaborative branding - 'Wikibrands' Based on the book 'Wikibrands' by Don Tapscot
management The concept of personal branding and how to Proposed Webinar with Delhi-based personal branding
33 create credible personal brands expert, Dr. Amit Nagpal
Shanti Business School | T3 | 2012

3. Teaching Resources:
Text-Book:
Strategic Brand Management – Kevin Keller (3rd Edition), Pearson Education
Suggested Reference Material:
Reference Books:
1. Draft FCB+ULCA, Brand Building Advertising, Concepts and Cases (Casebook II) – M.G. Parameshwaran, Kinjal
Medh, Tata McGraw Hill Education Pvt. Ltd.
2. Strategic Brand Management, Creating & Sustaining Brand Equity Long term - Jean Noel Kapferer, 2nd Edition,
Kogan Page
3. Building Strong Brands - David A. Aaker, Free Press
Extra Reading:
1. Wikibrands – Reinventing Your Company in a Customer Driven Marketplace – Sean Moffit, Mike Dover, Don
Tapscott, McGraw Hill
2. Don’t Go Away, We’ll Be Right Back: The Oops and Downs of Advertising – Indu Balachandran, Westland and
Tranquebar Press
3. The (Un)Common Sense of Advertising: Getting the Basics Right – Sanjay Tiwari, Sage Publications
Magazine/Newspaper
1. AFAQs
2. Brand Equity (Economic Times)
Online Resources
www.interbrand.com
www.marketingprofs.com
www.brandz.com
www.afaqs.com
Evaluation Procedure:
Continuous Evaluation in the form of tests, assignments etc. and End-term Examination
Shanti Business School | T3 | 2012