Brand Management

Course Outline
Credits : 3
Faculty : Prof. (Dr.) Ajit Parulekar and Dr. Anubhav A. Mishra
Faculty Contact : [email protected]; [email protected]

Career Focus
This course is intended for anyone interested in the concept of managing the brand as a
strategic asset. While the course has obvious relevance for those contemplating careers in
brand management in product or service markets, it is relevant for a range of marketing
professionals, who share a passion for branding, including:

• Future advertising agency personnel and management consultants who will be

involved in formulating developing new brands and rejuvenating established ones.
• Future marketing executives who will adopt major brand stewardship responsibilities.
• Entrepreneurs – The course exposes students to the contemporary challenges of creating
and maintaining brand equity in both large and small organizations in a variety of consumer
market environments.

Educational Objectives
Brand Management is designed to provide students with:
(1) an appreciation of the strategic importance and significance of the discipline of
branding;
(2) an introduction to the opportunities and challenges that confront brand strategists in
this new millennium; and
(3) familiarity with the strategies and tactics involved in building, leveraging, and
defending strong brands.

Pre-course Reading
Branding and Brand Extensions from Marketing Management by Kotler and Keller.

Pedagogy
The course will be delivered using a mix of lectures, discussion, and case teaching.

Discipline
Attendance is compulsory for each and every class. Every class missed will result in loss of
grade points as per the institute norms.

Students who miss class due to medical reasons, work appointments or any other reason will
not be given any special consideration.

Submissions will not be accepted after the set deadline.

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Course Reference Material
 Strategic Brand Management – Jean Noel Kapferer
 Building Strong Brands – David Aaker
 Managing Brand Equity – David Aaker
 Brand Leadership – David Aaker & Eric Joachimstaler
 Product Management – Lehmann & Winer
 Brand Management – Harsh Verma (TEXT)
 Strategic Brand Management – Kevin Lane Keller (TEXT)

Additional Recommended Reading

 Brand Reporter, Business Magazines (B-World, -Today, -India), Brand Equity (with
Economic Times), Strategic Marketing

Authors – David Aaker (Brand Equity), Jennifer Aaker (Brand Personality), C.W Park (Brand
Extensions), Kevin Lane Keller (Brand Equity), Seenu Srinivasan (Brand Equity), Susan
Fournier (Brand-Customer Relationships), Bernd Schmitt (Brand Experience), Jean Noel
Kapferer (Brand Identity).

Websites
Brandchannel.com, afaqs.com, Young & Rubicam website, Millward Brown website, Landor
associates website.

Evaluation
Case Studies/ assignments/ projects 70 %
End Term 30 %

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Course Content and Organization
The course is organized into several modules that collectively address the course objectives.
The modules are as under:

Introduction
Commodities, Products & Brands
Distinctiveness of a brand from name
From a brand to a power brand – the graduation process
Value addition from branding to the firm
History of Branding
A Brand is a Promise
Benefits of Branding
Types of Brands
Brand Hierarchies
Brand Naming
What is in a Name ?
Qualities of Brand Names
Selecting Brand Names
Testing suitability of brand names
Copyrights, Trademarks & Registration
Brand Image and Identity
Image – The Customer View
Components of Brand Image
Identity – the backbone of Brand Image
Identity versus Image
Sources of Identity
The Brand Identity Prism
Brand Positioning
Perceptual Mapping
GAP analysis
Targeting the Bulls Eye
Positioning approaches
Step by Step Execution of Positioning
Research techniques
Brand Experience
Appealing to the senses
Beyond Image & Identity
Conceptualising a Brand Experience
Delivering the Experience
Measurement of brand experience
Brand Equity
Brands as Strategic Assets
Brand Equity – Customer viewpoint
Brand Equity – Viewpoint of a Corporate
Conceptualizing Customer-based Brand Equity
Brand Awareness
Recognition, Recall & TOM Recall

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 Name Awareness is not Brand Awareness
Awareness & Brand Equity
Building Brand Awareness
Brand Associations
Brand Properties
Brand Associations and the Consumer Psyche
Associative learning network
Types of Associations
Rationalizing Brand Associations
Brand Personality
Brand Personification – Is There A Need For It ?
Dimensions of Brand Personality
Personalities of Product, Corporate and Individual Brands
How do you Create Brand Personality
Measuring Brand Personality
Brand Portfolio Management
Corporate Strategy and Brand Planning
Brand Proliferation
Brand Architecture
Consistency in an Era of Constant Change
Portfolio Matrix and Analysis
Investment decision in multi brand portfolio
Brand portfolio and market segmentation
Integrated Marketing Communication
Mass Media and Brand Building
Looking Beyond Mass Media
More than just Brown & White Goods
Retailing and Brand Building
Impact of Sales Promotion
Measuring Customer-based Brand Equity
Reality versus Perception
Measuring Brand Awareness
Measuring Brand Associations
Analyzing Brand Associations
Brand Valuation
Brands and the Balance Sheet
Benefits of Brand Valuation
Valuation – Marketing & Accounting Concerns
Cost-based Brand Valuation
Market Price- based Valuation
Estimating Potential Earnings of the Brand
Extending Brands
Genesis
Extension – Leveraging on Equity
Economic consequences of brand extension
Types of Extensions
Merits and Demerits
Brand Dilution
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 Principles for Extending Brands
Extension Failures
Choosing the right brand extensions
Revitalising Brands
Analyzing Brand Decline & Failure
Commoditisation of Brands
Managing the Brand - Product Life Cycle
Revitalization Strategies
Positioning failures & Repositioning
Emergence of Private Labels
What are Private Labels?
Factors responsible for Growth of Private Labels
Private Labels and Bargaining Power
Fighting the Threat of Private Labels
Internet Branding
Bricks to Clicks
The E-consumer
Online Brand Equity
Dot-coms as brands
Building an online brand
Online Promotion
Measuring virtual impact

Faculty Bio

Dr. Anubhav A. Mishra is an Associate Professor at the Goa Institute of Mnagement.

Previously, he has taught at the T. A. Pai Management Institute (TAPMI; AACSB and AMBA
Accredited), ICFAI Business School (IBS; AACSB Member and SAQS Accredited) and
Amrita School of Business (ASB; AACSB Member). He was also associated with the Reliance
Telecom Ltd. He has qualified for the UGC NET (2012) and completed the Management
Teacher’s Program.

His research focuses on the role of consumer psychology with strategic marketing implications
in the field of branding, retailing, spatial and numerical processing, and consumption
experiences. His work has been published/forthcoming in the Journal of Consumer Behavior
(ABDC Journal Ranking 'B'), Journal of Brand Management (ABDC Journal Ranking 'A'), Journal
of Strategic Marketing (ABDC Journal Ranking 'A'), International Review of Retail, Distribution and
Consumer Research (ABDC Journal Ranking 'B'), Journal of Consumer Marketing (ABDC Journal
Ranking 'B'), Journal of Global Marketing (ABDC Journal Ranking 'C') and International Journal of
Politics, Culture, and Society. His research has been cited 162 times including in class leading
journals like the Journal of Marketing (ABDC Journal Ranking 'A*'), Journal of the Academy of
Marketing Science (ABDC Journal Ranking 'A*'), and Journal of Business Ethics (FT50).

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He teaches Marketing Research, Product and Brand Management, Retailing Management,
Customer Relationship Management, Marketing Management and Advanced Marketing
Management. He has written a book and presented papers at many international and national
conferences. He has conducted 16 MDP/FDPs.

Qualification:
Ph.D., M. Phil., M.B.A., M.Com.
Google Scholar Profile