Faculty of Management

Integrated MBA Programme

Course Title: Strategic Brand Management

Semester Course Code Course Credit

IX 150504913 3
Course Type Specialization Contact Hours
Elective Marketing 35

Course Objectives:
To develop a consumer-centric approach to building, measuring and evaluating strategies
1
that build brand equity for new and existing brands.
To identify important issues related to planning and implementing brand strategies for a
2 diverse group of marketing offerings.
To explore the various issues related to Brand Management and to enhance the
understanding and appreciation of this important intangible strategic asset including brand
3
associations, brand identity, brand architecture, leveraging brand assets, brand portfolio
management etc.)
To increase understanding of the important issues in planning, implementing, and
4
evaluating brand strategies.
To acquaint the students with the appropriate concepts, theories, models and other tools to
5
make better brand decisions.

Learning Outcomes:
Understanding on branding challenges, strategic brand management process, and
1
customer-based brand equity.
Identifying and establishing brand positioning and how leveraging secondary associations
2
require the company to relinquish some control over the branding process.
Managing brand equity over time in the face of external and internal pressures on a brand
3
and understanding global branding strategies.

Syllabus:
Number of
Module Contents Weightage (%)
Sessions
1 Introduction to Product Management 5 15%
 Products and their types, Role and
Responsibilities of a Product Manager,
Product Strategy - Levels of a Product,
Product Characteristics and Classifications
Product-Mix Decisions
 length, width, depth and consistency,
Product line extensions and contractions,
Product line filling, Line, Product-Line
Strategies Product and services

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 Differentiation
Product Life Cycle
 Various stages of PLC
 Marketing Strategies
2 New Product Development 5 15%
 Classification of new products
 New product development process
 Managing new product development.
Branding & Brand Management
 What is a brand? Why do brands matter?
 Branding challenges and opportunities
 The concept of Brand Equity
 Strategic Brand Management Process
Elements of Branding:
 Customer based Brand equity
 Brand knowledge, Sources of brand equity -
Brand Awareness, Brand Image, The Four
3 steps of brand building 9 25%
 Identifying and establishing brand
positioning, Positioning guidelines Defining
and Establishing Brand Mantras, Brand
Positioning and Brand Associations
Designing Marketing Programmes to Build Brand
Equity
 Using Brand Elements to create brand
equity, Leveraging Secondary Brand
Associations, Digital branding.
Measuring and Interpreting Brand Performance:
 Brand Value Chain and Branding tracking
 Brand Equity Management System,
4 measuring brand strength—both qualitative 9 25%
and quantitative methods
 Brand Valuation approaches (comparative,
holistic and other methods)
Designing and Implementing Branding Strategies
 Brand architecture, Brand hierarchy
Launching Brand Extensions Products
 Concept, Types, Advantages and
Disadvantages of Brand Extensions,
Evaluating Brand Extension opportunities
Managing brands overtime
5 7 20%
 Reinforcing brands and Revitalizing brands
Managing brands geographic boundaries
 Advantages and Disadvantages of Global
Marketing Programs, Standardization,
Customization, Global Brand Strategy
Concepts and Brief Guidelines for Building
Global CBBE.

Evaluation:
Assignments / Quizzes / Class Participation / Role
1 30% (Internal Assessment)
Play/ Project etc.
2 Internal Examination 20% (Internal Assessment)
3 External Examination (University Exam) 50% (External Assessment

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Pedagogical Tools:
1 Lectures and Discussions
2 Assignments
3 Role-play
4 Case Analysis

Learning Resources:
 Strategic Brand Management by Kevin Lane Keller, M.G.
1 Text Books Parmeswaran, Issac Jacob, Pearson Eduation, Fourth
Edition
 Product & Brand Management by Tapan K Panda,
Oxford University Press, First Edition
 Product Management In India by Ramanuj Majumdar,
2 Reference Books
Prentice Hall India, Latest Edition
 Product Strategy & Management by Michael Baker and
Susan Hart, Pearson Education, Latest Edition
Supplementary  Brand Management - Principles and Practices by Kirti
3
Reading Material Dutta, Oxford University Press, Latest Edition
 https://brandequity.economictimes.indiatimes.com/
4 Websites  https://www.superbrands.com/
 https://www.cnbctv18.com/storyboard/
 The Economic Times (Brand Equity)
 Brand Reporter
5 Journals
 Indian Journal of Marketing
 Afaqs!

Session Plan:
Session No. Topics / Chapters
1 Introduction to Product Brand Management
Products and their types, Role and Responsibilities of a Product Manager, Product
2-3
Strategy - Levels of a Product, Product Characteristics and Classifications
Product-Mix Decisions: length, width, depth and consistency, Product line
4-5 extensions and contractions, Product line filling, Line, Product-Line Strategies
Product and services Differentiation
6-7 Product Life Cycle: Various stages of PLC and Marketing Strategies
Classification of new products and New product development process, Managing
8-10
new product development.
Branding & Brand Management: What is a brand? Why do brands matter?
11-12 Branding challenges and opportunities, The concept of Brand Equity, Strategic
Brand Management Process
Customer based Brand equity, Brand knowledge, Sources of brand equity - Brand
Awareness, Brand Image, The Four steps of brand building.
13-14
Identifying and establishing brand positioning, Positioning guidelines Defining and
Establishing Brand Mantras, Brand Positioning and Brand Associations
15-16 Using Brand Elements to create brand equity,
17-19 Leveraging Secondary Brand Associations, Digital branding.
20-21 Brand Value Chain and Branding tracking
Brand Equity Management System, measuring brand strength—both qualitative
22-25
and quantitative methods
26-28 Brand Valuation approaches (comparative, holistic and other methods)
29-30 Brand architecture and Brand hierarchy
Brand extension Concept, Types, Advantages and Disadvantages of Brand
31-32
Extensions, Evaluating Brand Extension opportunities
33-35 Reinforcing brands and Revitalizing brands

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 Advantages and Disadvantages of Global Marketing Programs, Standardization,
Customization, Global Brand Strategy Concepts and Brief Guidelines for Building
Global CBBE

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