This 3-credit, 33-session course on Brand Management aims to provide students with a fundamental understanding of building, measuring, and managing brands. It will cover topics such as defining what a brand is, measuring brand equity, developing brand positioning strategies, implementing marketing programs to build brand equity, measuring brand performance, and enhancing brand equity for sustainability. Course deliverables include understanding the fundamentals and contemporary issues of brand management, and how marketing activities increase brand equity.
MÖBIUS presentation: Value chain thinking at the heart of your strategyMÖBIUS
Get inspired by how value chain thinking impacts your bottom-line performance. Learn from the views of Arnoldo C. Hax on how to put value chains at the heart of your strategy. Value chains are key in customer bonding. Customer bonding is key in improving your bottom-line performance. Learn from the views of Kaplan & Norton on how to translate strategies into actions. Get a premium from strategy execution. Engage the debate and share your thoughts with your peers. For more information, contact Prof. Dr. Bram Desmet (0497.58.28.60)
MÖBIUS presentation: Value chain thinking at the heart of your strategyMÖBIUS
Get inspired by how value chain thinking impacts your bottom-line performance. Learn from the views of Arnoldo C. Hax on how to put value chains at the heart of your strategy. Value chains are key in customer bonding. Customer bonding is key in improving your bottom-line performance. Learn from the views of Kaplan & Norton on how to translate strategies into actions. Get a premium from strategy execution. Engage the debate and share your thoughts with your peers. For more information, contact Prof. Dr. Bram Desmet (0497.58.28.60)
The process of introducing a product to market is a serious undertaking. Unfortunately for many companies it’s merely an afterthought; a set of deliverables created from a checklist at the end of product development. There are ten easily identifiable signs that can help forecast if a product launch may be in trouble. Signs you can address and fix before the launch becomes a disaster.
Modern Marketing Partners presents a glossary filled with definitions for the modern marketer! For a free download of the glossary visit: http://bit.ly/Qzl3Wg
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
What is the importance of branding, and how you can optimize digital channel for this objective. This is the presentation for sharing session with Twenty Five Forty Five Community
The process of introducing a product to market is a serious undertaking. Unfortunately for many companies it’s merely an afterthought; a set of deliverables created from a checklist at the end of product development. There are ten easily identifiable signs that can help forecast if a product launch may be in trouble. Signs you can address and fix before the launch becomes a disaster.
Modern Marketing Partners presents a glossary filled with definitions for the modern marketer! For a free download of the glossary visit: http://bit.ly/Qzl3Wg
This captures 20 proven techniques to change the competitive equation, and some ways to think about how to apply that to your business situation. It's real-world examples provides a 1-stop shop for ways to think about your competitive play.
What is the importance of branding, and how you can optimize digital channel for this objective. This is the presentation for sharing session with Twenty Five Forty Five Community
A project on Airtel's Brand Equity using Brand Asset Valuator and Zaltman Metahpor Elicittion Technique describing Airtel's position in the Indian Market with respect to its competitors within a sample size of 40 .
NEED OF BRAND VALUATION: A brand can be valued anytime and for many reasons, that includes- Brand strategy, Financial Reporting, Mergers and acquisitions, value reporting, licensing, legal transaction, accounting, strategic planning, management information, taxation planning and compliance, liquidation.
Brands are an important asset that generates value either for customers or for shareholders. That value generates inflows of cash flow> There are different methods and this is a compact and efficient method>
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
This is the summary of Strategic Brand Management: Building, Measuring, and Managing Brand Equity (3rd ed.), chapter 7 (Leveraging Secondary Brand Associations to Build Brand Equity) by Keller, K. L. (2008, Prentice Hall.)
I designed this powerpoint for an HTM631 class (Strategic Marketing in Hospitality and Tourism) in spring 2009.
Have you ever stopped to consider why some brands have cult following while others competing in the same segment have none? Why are Starbucks and Krispy Kreme brands gaining such strong consumer preference while others competing in the same category foster very little consumer loyalty? Do you ever wonder why such brands such as Tide and Tetley dominate their respective categories, year over year, irrespective of the competitive environment? It is important now more than ever to develop an integrated brand strategy, i.e., a clear brand identity that is consistent across all consumer touch-points.
For more white papers and webinars, go to http://www.sldesignlounge.com
Or visit us at http://www.sld.com
Can social media become the final frontier in customer experience management? This research paper was published in Nirma International Conference on Management, 5th Jan 2012. ISBN 93-81361-68-1
10 things that i learnt about social media marketing in the past 100 days. Digital marketing tips that i would like to share with my friends, students and colleagues. Based on my personal experiences over the last 3 months. Packed into a nutshell.
A book review of "The Last Lecture: Really Achieving Your Childhood Dreams" by Randy Pausch.
Faced with a diagnosis that said Prof. Pausch had just 6 months of 'good health left'.. the 47 year old dynamo of enthusiasm delivers his 'last lecture' at Carnegie Mellon University (where he taught)... which actually becomes his legacy.
You can also watch his lecture at:
http://www.youtube.com/watch?v=ji5_MqicxSo
What's the big fuss about FDI in Indian Retail Industry? Single brand and multi brand retailing being opened up in India. What are the pros and cons of FDI..?
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
A Survey of Techniques for Maximizing LLM Performance.pptx
Course outline brand management v1.0b2
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