Course : Brand Management

Course Code : BMKT 32274

Credit Value : 4

Status : Compulsory

Level                           : Level 3

Semester                     : Semester II

Overall Learning Outcomes : At the end of the course unit students should be able to;

  1. discuss the branding fundamentals pertained to different sectors and contexts
  2. create effective branding strategies by intergrading the content of holistic branding to customize the strategic approach in par with market context
  3. discuss the needful for designing brand development strategies by considering the challenges of execution in real life scenario
  4. coordinate strategies into tactics for an effective brand building and execution aligned  to set objectives
  5. practice branding  strategies and evaluate performance being enabled with required substance as an effective practitioner

Course Content :

Topic No.

Topic

Learning Outcomes

Teaching

and

Learning Method

Method of Assessment

1

Introduction branding and scope

At the end of the session students should be able to;

  1. discuss the fundamentals of branding (including brand characteristics, brand name strategies, elements of brand building)
  2. examine  the branding in different sectors
  3. integrate branding concepts along with other marketing tools (including price, place and promotion as integral content)
  4. compare how branding fundamentals work in different sectors (different scopes and spaces)
  5. apply the basis of branding into different contexts (service, FMCG, industrial)

Lectures

Group discussions Individual assignment

End Semester Examination

Individual assignment report

2

Branding strategies and brand value designing

At the end of the session students should be able to;

  1. create the “brand values” for given scenarios and sectors (brand value templates)
  2. organize the learnt content to construct branding strategies
  3. design the brand templates  aligned to strategic objectives
  4. create suitable branding strategies followed by integrated approach
  5. customize the brand value designing activities to given contexts
  6. select the rational approach for building brand values (extrinsic and intrinsic brand values)

Lectures

Discussions

Workshop

End Semester Examination

Group presentation

3

Brand equity development models and content variables

At the end of the session students should be able to;

  1. appraise different brand equity models and concepts (customer based brand equity)
  2. criticize the validity of different models in building brand equity
  3. propose brand equity development activities (including emotional and rational elements)
  4. build brand equity dimensions for given product or service contexts
  5. coordinate strategies and tactics pertained to brand equity ( including marketing mix elements)
  6. compare how real life branding is practiced in local and foreign contexts
  7. modify the brand equity strategies as to solve issues being explained in real life context

Lectures

Group discussions

Case study Simulation

End Semester Examination

Group simulation presentation

4

Elements of Sensory  branding and brand templates

At the end of the session students should be able to;

  1. diagnose the frame of sensory branding (five sensory dimensions; sight, sound, smell, touch, taste)
  2. propose suitable template to craft sensory brand appeals
  3. create brand templates for human touch (including social, psychological and moral  appeals)
  4. integrate sensory appeals to develop brand value consistency
  5. adjust sensory templates of a brand in repositioning scenario (market repositioning, product repositioning, image repositioning, total market repositioning)
  6. formulate sensory brand values for new product developments (including service sector, FMCG sector and industrial sector)

Lectures

Retail outlet observations  Book chapter reviews

End Semester Examination Group assignment report

5

Brand positioning strategies and strategy integration to IMC

At the end of the session students should be able to;

  1. appraise different positioning strategies (including attribute, price & quality, benefit, user, category and competitive positioning strategies)
  2. convince the logical positioning strategies for effective brand positioning by justifying differentiation rationale, Brand Identity and customer driven value proposition rationale)
  3. create positioning strategies for brands for a given scenario to develop brand personality
  4. decide the positioning strategies to make branding validated with market dynamics
  5. practice positioning strategies based on a given scenario or real life context

Lectures

Article reviews  case study

End Semester Examination Class room activity report

6

Role of IMC in brand promotion strategies

At the end of the session students should be able to;

  1. decide the effective communication mix to do brand promotions
  2. evaluate the communication tools as their importance to apply in different contexts
  3. compose promotional mix to strategize branding (how to manage advertising, sales promotion, public relations, direct marketing, personal selling and event & experience)
  4. develop promotional strategies to strengthen brand performance (including push, pull and profile strategies)
  5. modify the promotional strategies as to adopt  to brand life cycle

Lectures

Case study Buzz groups

End Semester Examination Class room activity report

7

Brand profiling and Brand audit for performance evaluation

At the end of the session students should be able to;

  1. prepare brand profile to execute for performance driven brand management
  2. evaluate brand performance followed by systematic approach
  3. produce brand audit as a holistic frame to analyze its performance (internal and external stakeholder perspectives)
  4. develop a brand audit program to measure brand performance and degree of compliance to environmental forces
  5. practice brand audit for real life context [including service sector, industrial sector, Fast Moving Consumer Goods (FMCG) sector and specific needs as to organizational requirements]

Lectures

Book chapter reviews

Industry interviews  and workshops

(Guest lecture)

Group assignment report on brand profile (Brand Manual)

Recommended Reading        :

  1. Aaker D.A. (2004), “Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity”, Simon and Schuster Inc.
  2. Lindstrom M. ( 2010), “ Brand Sense: Sensory Secrets Behind the Stuff We Buy”, Free Press
  3. Gobé M. (2013) “Emotional Branding: The New Paradigm for Connecting Brands to People”, Allworth Press
  4. Clifton R. (2010), "Brands and Branding ",2nd edition,  Bloomberg Press.
  5. Chernatony  L. D. (2010) ‘“From Brand Vision to Brand Evaluation : The Strategic process of growing and strengthening brands” , 3rd edition,  Taylor & Francis Publishers.
  6. Chernatony L., McDonald M. and Wallace E.  (2010),“Creating Powerful Brands”, 4th edition, Taylor & Francis Publishers.
  7. Chernatony L. and McDonald M, (2003) Creating Powerful Brands”, 3rd edition, Butterworth-Heinemann Publishers.
  8. Davis M. (2009), "The Fundamentals of Branding ", 1st edition, Fairchild Books.
  9. Aggarwal S. (2008), "Brand Management: A Theoretical and Practical Approach", 1st edition, Global India Publications.
  10. Healey M. (2008), "What is Branding?", Rockport Publishers.
  11. Adamson A.P. (2007), "Brand Simple: How the Best Brands Keep it Simple and Succeed ", 1st edition, Palgrave Macmillan.
  12. Davis M. (2006), " More Than A Name: An Introduction to Branding ", AVA Publishing.
  13. Holt D.B. (2004), “How Brands Become Icons: The Principles of Cultural Branding”, 1st edition, Harvard Business Review.
  14. Jones J. P., Slater J. S. (2003)” What's in a Name: Advertising and the Concept of Brands, 2nd edition, Prentice Hall.
  15. Keller K.L. , Parameswaran, M. G., Jacob I. (2011), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity” , 3rd edition, Pearson Education.
 

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