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15.2.11

Syllabus MBA Paper II: Brand Management

SECTION A
Unit I: Product Management - Basic concepts, Product management process, Product planning system,
Product line decision.
Unit II: Product Portfolio - Portfolio concept, Logic for portfolio approach.
Unit III: Overview of the Brand Management Framework - What is a Brand? Why do Brands Matter?
Can anything be branded? What are the strongest Brands? Branding challenges and opportunities, The
Brand equity concept, Strategic Brand Management Process; Customer-Based Brand Equity Making a
Brand Strong: Brand Knowledge; Building A strong Brand: The four steps of brand building, Brand-
Building Implications.
Unit IV: The Value of Branding - Product positioning concept, Perceptual mapping, Brand Positioning
and Values - Identifying and Establishing Brand Positioning, Positioning Guidelines, Defining and
Establishing Brand Values, Internal Branding.
Unit V: Tools for Measuring the Sources and Consequences of Brand Equity - Developing a Brand
Equity Measurement and Management System- The Brand Value Chain, Designing Brand Tracking
Strategies, Establishing a Brand Equity Management System; Measuring Sources of Brand Equity-
Qualitative Research Techniques, Quantitative Research Techniques; Measuring Outcomes of Brands
Equity: Capturing Market Performance, Comparative Methods, Holistic Methods.
SECTION B
Unit VI: Building and Borrowing Brand Identity - Choosing Brand Elements to build brand equity-
Criteria for choosing the brand elements, Options and Tactics for Brand Elements; Integrating Marketing
Communications to Build Brand Equity-Information Processing Model of Communications, Overview of
Marketing Communication Options, Developing Integrated Marketing Communications Programs;
Leveraging Secondary Brand Knowledge to Build Brand Equity- Conceptualizing the Leveraging Process,
Country of Origin and other Geographic Areas, Channels of distribution , Co- branding, ,Licensing,
Celebrity endorsement, Sporting , Cultural, or Others Events, Third Party Sources.
Unit VII: Global Brand Expansion - Managing Brands over Geographic Boundaries and Market
Segments- Rationale for Going International, Advantages of Global Marketing Programs, Disadvantages
of Global Marketing Programs , Standardization Versus Customization, Global Brand Strategy , Building
Global Customer- Based Brand Equity.
Fighting Generics And Private Labels, Brand Extensions - Designing and Implements Branding
Strategies- The Brand Product Matrix ,Brand Hierarchy, Designing a Branding Strategy.
Unit VIII: Brand Architecture - Managing Brands over Time- Reinforcing Brands, Revitalizing Brands,
Adjustments to the Brand Portfolio.
Unit IX: Branding Licensing - Introducing and Naming New Products and Brand Extensions-New
Products and Brand Extensions, Advantage of Extensions, Disadvantages of Brand Extensions ,
Understanding How Consumers Evaluate Brand Extensions, Evaluating Brand Extension Opportunities.
Unit X: Closing Perspective - Strategic Brand Management Guidelines, What Makes a Strong Brand?
Special Applications, Future Brand Priorities.
Suggested Readings:
1.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Second ed.).Keller, Kevin L. (2003),
Upper Saddle River, NJ: Prentice Hall.
2.
Strategic Brand Management: Creating and Sustaining Brand Equity Long Term Kapferer, Jean-Noël (1997), (Second ed.),
London: Kogan Page.
3.
The Brandgym: A Practical Workout for Boosting Brand and Business.Taylor, David (2003), Chichester, UK: John Wiley &
Sons.
4.
Brand Positioning: Strategies for competitive Advantage by Sengupta, Tata McGraw-Hill
5.
Aaker D, Managing brand equity
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