Course Details

Subject {L-T-P / C} : SM6221 : Strategic Brand Management { 3-0-0 / 3}

Subject Nature : Theory

Coordinator : Prof. Rajeev Kumar Panda

Syllabus

Strategic Brand Management-Overview: Introduction to Brands and Brand Management. Branding: Challenges and Opportunities, Strategic Brand Management Process, Brand Loyalty and Brand Personality, Brand Relationship Spectrum, Establishing Brand Positioning and Values, Customer Based Brand Equity, Brand Building Process. Brand Resonance Pyramid: Brand Awareness and Brand Salience, Creating Customer Value and Positioning Guidelines, Building Brand Identity and Brand Image. Brand Marketing Strategies: Choosing Brand Element, Product Strategy, Pricing strategy and channel strategy, Integrated Marketing Communication to Build Brand Equity, Brand Leverage Decision and Co-Branding, Celebrity Endorsement. Measuring and Interpreting Brand Performance: Brand Equity Audit: Brand Valuation Techniques, Managing Brand Value Chain, Establishing a Brand Equity Management System, Qualitative and Quantitative Measures to Ensure Brand Growth, Building Lifetime Brand Loyalty. Growing and Sustaining Brand Equity: Brand Portfolio Management, Brand Extensions and their Equities. E-branding: Building the Brand Online, Brand Architecture and Hierarchy, Brand Failure and Management, Managing Brands over Time: Brands in a Borderless World.

Course Objectives

Course Outcomes

This course will provide students with breadth and depth in strategic brand management. This subject will help to better understand the principles of branding at the corporate and product levels and study advanced strategies to develop, extend, manage and protect brands.

Essential Reading

Supplementary Reading