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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