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Brand Management: Course Overview

This document provides an overview of a Brand Management course taught by Mrs. Savitha Nair. The course contains 5 units that cover topics such as the basic concepts of brands, brand image and identity, strategic brand positioning, launching and extending brands, and global branding. It defines what a brand is, how brands are built by distinguishing them from others through a value proposition and brand promise, and how brand equity provides value and leverage for companies with strong brands.

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Jinu Poovatt
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61 views10 pages

Brand Management: Course Overview

This document provides an overview of a Brand Management course taught by Mrs. Savitha Nair. The course contains 5 units that cover topics such as the basic concepts of brands, brand image and identity, strategic brand positioning, launching and extending brands, and global branding. It defines what a brand is, how brands are built by distinguishing them from others through a value proposition and brand promise, and how brand equity provides value and leverage for companies with strong brands.

Uploaded by

Jinu Poovatt
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Brand Management

Course Overview

Mrs.Savitha Nair

Brand Management
Unit I: Introduction to brands basic concepts Importance of brands Role of the brand manager Naming a brand Types of brand names Brand Evolution Brand hierarchy Unit II: Brand Image Brand identity system traps perspectives structure brand personality brand loyalty measuring loyalty. Brand EquityMeasuring outcomes of brand equity: Comparative Method Holistic Method.

Mrs.Savitha Nair

Brand Management

Unit III: Strategic brand positioning positioning guidelines- Brand repositioning -Co-branding licensing celebrity endorsement- Criteria for choosing brand elements options and tactics for brand elements Unit IV: Launching new brands designing and implementing brand strategy Brand Extension advantages and disadvantages evaluating brand extension opportunities. Revitalization of brand Brand failures
Mrs.Savitha Nair

Brand Management

Unit V: Handling name changes brand transfers making brands go global Brand valuation financial valuation of brands methods -. Global Branding References: Kevin Lane Keller, 2003, Strategic Brand Management, Person: New Delhi Aaker, David A, 1991, Managing Brand Equity, Free press: New York Kapferer J.N, 1992, Strategic Brand Management, Free press: New York Aaker, David A, 1996, Building Strong Brands, Free press: New York Lan Batey Asian Branding, 2002, A Great Way Mrs.Savitha Nair to Fly, Prentice Hall: Singapore

What is a brand?

A brand is a name, term, sign, symbol, design or a combination of the above to identify the goods or service of a seller and differentiate it from the rest of the competitors

Mrs.Savitha Nair

A brand comprises of

Tangible attributes
Product Packaging Labelling Attributes Functional benefits Quality Emotional benefits Values Culture Image
Mrs.Savitha Nair

Intangible attributes

Brand Building

Involves all the activities that are necessary to nurture a brand into a healthy cash flow stream after launch such as
Product development Packaging Advertising Promotion Sales and distribution
Mrs.Savitha Nair

How does one build brands?


Distinguishing it from others value proposition Brand promise must match brand delivery

Mrs.Savitha Nair

Brand Equity
When a commodity becomes a brand, it is said to have equity Brand Equity is: The premium a brand can command in the market Difference between the perceived value and the intrinsic value

Mrs.Savitha Nair

What happens when brands have high equity?


The company can have more leverage with the trade The company can charge a premium on their product The company can have more brand extensions The company can have some defense against price competition

Mrs.Savitha Nair

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