Brand Management

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BRAND MANAGEMENT - SESSION PLAN SESSION 1: a)

TITLE:

Brand Identity

READING: “Brand Identity”, Chapter 2, “Strategic Brand Management”, Jean Noel Kapferer, Free Press, 1992, p 31 -54 SESSION 2: a)

TITLE:

Brand Identity

b)

READINGS: “The Brand Identity – the cornerstone of brand strategy”, Chapter 2, D. Aaker and E. Joachimstahler, “Brand leadership”, Free Press, 2000, p 33 – 64.

SESSION 3: a)

CASE:

VICTOR BRAND

SESSION 4: a)

TITLE:

BRAND EQUITY - I

b)

COVERAGE: i) ii)

c)

READINGS:

Different definitions of brand equity Different methods of measuring brand equity

i)

“What is brand equity?”, D. Aaker, Managing Brand Equity, Free Press, 1991, p1 – 33.

ii)

“Measuring Brand Equity across products & markets”, Chapter 10, D. Aaker, Building Strong Brands, Free Press, p 303 - 338

SESSION 5: a)

TITLE:

BRAND EQUITY - II

b)

COVERAGE: Application of Keller’s brand equity pyramid to Coke

c)

READINGS: Karma Cola – Coke in India, Y.L.R.Moorthi and Kevin Lane Keller, Working Paper # 186, IIM Bangalore, April 2002

SESSION 6: a)

TITLE:

“BRANDING INDUSTRIAL PRODUCTS”

b)

COVERAGE: i) ii) iii)

c)

Is branding relevant to business-to-business markets? Do you brand the organization or the product in industrial markets? Examples of branding in industrial products and exploration of the issues of branding

READINGS: i)

"An Exploration of Branding in industrial markets", Mudambi S.C., Peter Doyle,

ii)

Veronica Wong, Industrial Marketing Management 26, 433-46, 1997. “Branding Principles – Application to b2b branding”, Moorthi Y.L.R., Working Paper # 203, IIM Bangalore, Nov 2002

SESSION 7: a)

TITLE:

“TECHNOLOGY BRANDING”

b)

COVERAGE: i) ii)

c)

What are the distinctive features of technology markets? How to use these to brand technology products? Framework for technology branding

READINGS: i) ii)

iii)

Scott Ward, Larry Light and John Goldstine, “What high-tech managers need to know about brands”, HBR, Jul-Aug 1999, p 85-95. “Consumer branding is one thing, techno branding is another”, excerpted from “Techno Branding”, Chuck Pettis, AMACOM pub, 1995, p 39 - 53 “The techno-branding process” excerpted from “Techno Branding”, Chuck Pettis, AMACOM pub, 1995, p 54 - 80

SESSION 8: a)

TITLE:

“BRANDING SERVICES"

b)

COVERAGE: i)

c)

READINGS:

How to brand a service?

Y.L.R.Moorthi, “An approach to branding services”, Journal of services Marketing, Vol 16, No. 3, 2002, p 259-74. SESSION 9: a)

TITLE:

“ISSUES IN BRAND EXTENSION - I”

b)

COVERAGE: i) ii)

c)

What to extend into? Theory of brand extensions

READINGS: i) ii)

“Brand Extensions, the good, the bad and the ugly”, Chapter 9, D. Aaker, “Managing Brand Equity”, p 206-37. “Brand Extension”, Chapter 6, J.N. Kapferer, “Strategic Brand Management”, 111- 46

SESSION 10: a)

CASE:

“SAILING INTO SOAPY WATERS”

b)

READINGS: same as in Session 9

SESSION 11: a)

CASE:

Taj Group - Brand Architecture

b)

READINGS: i)

“Brand Architecture”, Chapter 5, D. Aaker and E. Joachimstahler, “Brand Leadership”, p 129 – 61.

ii)

“The Brand Portfolio”, Chapter 8, J. N. Kapferer, “Strategic Brand Management”, p 187 - 207

SESSION 12: a)

TITLE:

CORPORATE BRANDING

b)

READINGS: "Analyzing the Corporate Brand", Chapter 4, N. Ind, “The Corporate Brand”, p 42 - 65.

SESSION 13: a)

TITLE:

BRANDING ON THE NET

b)

READINGS: “Building Brands – Role of the Web”, Chapter 8, D. Aaker and E. Joachimstahler, “Brand Leadership”, p 228 – 59.

c)

ASSIGNMENT: How to use the Web to build brands – integrating this with the project

SESSION 14: a)

TITLE:

GLOBAL BRANDS

b)

READINGS: i)

“Global Brand Leadership – Not Global brands”, Chapter 10, D. Aaker and E. Joachimstahler, “Brand Leadership”, p 302 30.

ii)

“Going International”, Chapter 9, J. N. Kapferer, “Strategic Brand Management, p 209 – 41.

SESSION 15: a)

TITLE:

RETAIL BRANDING

b)

READINGS: “Retailer Issues in Branding”, Chapter 7, Leslie de Charnatony and M. McDonald, Butterworth – Heinemann, p 232 – 75.

SESSION 16: a)

TITLE:

CO-BRANDING

b)

READING: Chapters 1 and 8 from "Co-Branding - the science of alliance", Tom Blackett and Bob Boad, Macmillan Business,1999, London, p 1 – 46, 113 23.

c)

ASSIGNMENT: Examination of co-branding arrangements like MasterCard, VisaCard, Diner’s Card, Walt Disney, Surf-O-matic and Videocon, Ariel and Bombay Dyeing

SESSION 17: a)

TITLE:

BRAND REPOSITIONING/ REVITALIZATION

b)

CASE:

“CAN THIS BRAND BE SAVED”

c)

READING:

i)

Managing Brands for the long run: Brand Reinforcement and Revitalization strategies, Kevin Lane Keller, Cal. Management Review, Spring 99, 102-124.

ii)

“Brand Repositioning”, Chapter 5, Y.L.R.Moorthi, “Brand Management- the Indian context”, p 145-66.

SESSION 18: a)

TITLE:

ORGANIZATION FOR BRAND BUILDING

b)

READINGS: i)

“Organizing for building brands”, Chapter 11, D. Aaker and E. Joachimstahler, “Brand Leadership”, p 340 - 58.

ii)

“Brands, Brand Management, and the Brand Manager System : A CriticalHistorical Evaluation”, G.S. Low and R.A. Fullerton, JMR, Vol 31, May 94, p 173 – 90.

SESSION 19: a)

TITLE:

BRANDING IN DEVELOPING COUNTRIES

b)

READINGS: “Branding in developing countries”, K.L.Keller and Y.L.R.Moorthi, Business Horizons, Vol 46, no 3, May –Jun 2003, p 49 – 60

SESSION 20 and 21: Guest Lectures SESSION 22:

a)

TITLE:

“OPEN HOUSE”

b)

READINGS: i) Brand Management - the two-faced Janus ii) Brand Management - Glossary

Faculty:

Secretary:

Dr. Y.L.R. MOORTHI Off: E-Block, Ground Floor Room No. 04, Extn. 3190

R. Gowri C-Block, I Floor Extn 3206

EVALUATION: Case writing / Projects

-

35%

Quizs

-

25%

End term

-

25%

Class Presentations, Assignments

-

15%

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