BA8001 BRAND MANAGEMENT mba-syllabus-subject-notes-pevious-year-questions-papers-bank

BA8001 BRAND MANAGEMENT mba-syllabus-subject-notes-pevious-year-questions-papers-bank

COURSE OBJECTIVE:
To understand the methods of managing brands and strategies for brand management.

COURSE OUTCOME:
To successfully establish and sustain brands and lead to extensions

UNIT I INTRODUCTION 8
Basics Understanding of Brands – Definitions - Branding Concepts – Functions of Brand -
Significance of Brands – Different Types of Brands – Co branding – Store brands.

UNIT II BRAND STRATEGIES 10
Strategic Brand Management process – Building a strong brand – Brand positioning – Establishing
Brand values – Brand vision – Brand Elements – Branding for Global Markets – Competing with
foreign brands.

UNIT III BRAND COMMUNICATIONS 8
Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of Brand
ambassadors, celebraties – On line Brand Promotions.

UNIT IV BRAND EXTENSION 9
Brand Adoption Practices – Different type of brand extension – Factors influencing Decision for
extension – Re-branding and re-launching.

UNIT V BRAND PERFORMANCE 10
Measuring Brand Performance – Brand Equity Management - Global Branding strategies - Brand
Audit – Brand Equity Measurement – Brand Leverage -Role of Brand Managers– Branding
challenges & opportunities.

TEXTBOOKS
1. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing, Prentice Hall, 3rd
Edition, 2007.
2. Moorthi YLR, Brand Management – I edition, Vikas Publishing House 2012

REFERENCES
1. Lan Batey, Asain Branding – A Great way to fly, PHI, Singapore, 2002.
2. Paul Tmepoal, Branding in Asia, John Willy, 2000.
3. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
4. Jagdeep Kapoor, Brandex, Biztranza, India, 2005
5. Mahim Sagar, Deepali Singh, D.P.Agarwal, Achintya Gupta.–Brand Management Ane Books
Pvt.Ltd – (2009).