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%