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Abhi Biswas - UT Dallas School of Management
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Brand Management

To provide a thorough overview of the field of “Strategic Brand Management” from a business standpoint. The fundamental concepts will be systematically presented in class sessions and related to real-life business situations. Numerous examples and caselets will be used to highlight the most relevant topics and issues.
The primary mode of teaching will be lecture modules along with discussions and group case presentations.  Many examples and cases will also be discussed in class. A significant component of the learning experience, in a course of this type, is constructive & reasoned class discussion. With this in mind, all students are encouraged to actively and judiciously participate in all class discussions.

    Topics Covered
  • Brands and Brand Management
    What is a Brand?
    Can Everything Be Branded?
    Branding Challenges & Opportunities
    The Brand Equity Concept
    Strategic Brand Management Process
  • Customer-Based Brand Equity
    Making a Brand Strong
    Sources of Brand Equity
    The 4 Steps of Strong Brand Building
    Creating Customer Value
  • Brand Positioning
    Establishing Brand Positioning
    Positioning Guidelines
    Internal Branding
    Brand Audits
  • Choosing Brand Elements to Build Brand Equity
    Criteria for Choosing Brand Elements
    Options & Tactics for Brand Elements
  • Integrating Marketing Communications to Build Brand Equity
    The New Media Environment
    Marketing Communication Options
    Developing IMC Programs
    Case 2: MTV: Building Brand
    Resonance
  • Leveraging Secondary Brand Associations to Build Brand Equity
    Country of Origin Effects
    Channels of Distribution
    Co-Branding
    Licensing
    Celebrity Endorsement
  • Developing a Brand Equity Measurement & Management System
    The Brand Value Chain
    Designing Brand Tracking Studies
    Brand Equity Management System
  • Measuring Sources of Brand Equity
    Qualitative Research Techniques
    Quantitative Research Techniques
    Models of Consumer-Based Brand
    Equity
  • Measuring Outcomes of Brand Equity
    Comparative Methods
    Holistic Methods
  • Designing and Implementing Branding Strategies
    Brand Architecture
    Brand Hierarchy
    Designing a Branding Strategy
  • Introducing and Naming New Products and Brand Extensions
    Advantages of Brand Extensions
    Disadvantages of Brand Extensions
    Consumer Evaluation of Brand
     Extensions

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