LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Gra uate Di!loma i" Ma"a#eme"t Trimester$% &ourse &o e' ()*)(( A+a emi+ Sessio"' ),(-$(. &ourse Title' Bra" Ma"a#eme"t I"stru+tors' Pro/ Smita S0arma1S 2 T3a#i1S 2 4ai"

&OURSE OB4E&TI%ES Brands are one of the most valuable assets that firms have in modern competitive business environment. Even though they are intangible assets, creating & nurturing them poses significant challenges to the marketers today. The course will illustrate why brands are important, what they represent to consumers & how they should be managed. &OURSE &ONTENTS' Mo ule Sessio" To!i+ 6 Rea i"#1s No5 No51s I ($) Bra" s 6 Bra" Ma"a#eme"t Brands vs. Products, Why o Brands !atter , "an #nything Be Branded, What #re The $trongest Brands , Branding "hallenges and %pportunities the Brand E&uity "oncept , $trategic Brand !anagement Process Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h , &ase' 'oshy, #braham, )*++.-, /0idesign1 Brand by esign2, 33!# II &ustomer$Base Bra" E7uit3 "ustomer4Based Brand E&uity, Brand E&uity as a Bridge, What !akes a Brand $trong, $ources of Brand E&uity, 0ow o 5ou Build a $trong Brand, Brand Building 3mplications Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h* avid #aker, ),66,-, !anaging Brand E&uity, "hapters ,, * &ase' 'evin 'eller )*+,+-, ockers1 "reating a sub brand, 'eller7s Best Practice "ases in Branding &reatio" o/ a New Bra" Brand 3dentity Prism, Brand Building Pentagon 8 9ive $teps Rea i"#s' (ean :oel 'apferer, )*++6-, $trategic Brand !anagement "h * Parameswaran, )*++;-, Building Brand <alue, "h * &ases' 0ow a company converts a commodity into a brand4 =u>arat #mbu>a "ement iamonds as Brand4 e beers )$uccessful Branding4Pran ' "houdhary-

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Bra" Positio"i"# 6 %alues 3dentifying and Establishing Brand Positioning, ?pdating Positioning %ver Time, efining and Establishing Brand <alues, 3nternal Branding Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h @ $ubroto $engupta, )*++;-, Brand Positioning1, "h * &ase' $helendra ' Tyagi )*+,@- /The =reat Battle of 3nstant :oodles in 3ndia2, AB$3! &0oosi"# Bra" Eleme"ts to Buil Bra" E7uit3 Brand Element "hoice "riteria, Brand Element %ptions & Tactics, Putting it all together Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h B &ase' 'evin 'eller )*+,+-, /Ced Bull1 Building brand e&uity in non4traditional ways2, 'eller7s Best Practice "ases in Branding Desi#"i"# Mar;eti"# Pro#rams to Buil Bra" E7uit3 :ew Perspectives on !arketing, Product $trategy, Pricing $trategy, "hannel $trategy Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h D I"te#rati"# Mar;eti"# &ommu"i+atio" to Buil Bra" E7uit3 3nformation Processing !odel of "ommunication, %verview of !arketing "ommunication %ptions, eveloping 3ntegrated !arketing "ommunication Programs Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h . &ase' 'evin 'eller )*+,+-, /=ot !ilkE Branding a "ommodity2, 'eller7s Best Practice "ases in Branding

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Le=era#i"# Se+o" ar3 Bra" 2"owle #e to Buil Bra" E7uit3 "onceptualiFing the Aeveraging Process, "ountry4of4%rigin and other =eographical #reas, "hannels of istribution, "o4Branding , 3ngredient Branding, Aicensing, "elebrity Endorser Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h G Arti+le Re=iew' Wright, %wenH 9raFer, AorelleH !errilees, Bill /!c"afe1 The !c onaldIs co4branding eJperience2, (ournal of Brand !anagement, (ul *++G, <ol. ,B 3ssue ., p BB*4BDG

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De=elo!i"# a Bra" E7uit3 Measureme"t 6 Ma"a#eme"t S3stem The Brand <alue "hain, esigning Brand Tracking $tudies, Establishing a Brand E&uity !anagement $ystem Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ; 'evin Aane 'eller, )*++G-, /Brand Ceport "ard2, 0arvard Business Ceview Measuri"# Sour+es o/ Bra" E7uit3' &a!turi"# &ustomer Mi" set Kualitative Cesearch Techni&ues, Kuantitative Cesearch Techni&ues *

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Rea i"#s' 'evin 'eller, )*+,+-, $trategic Brand !anagement, "h 6 Measuri"# Out+omes o/ Bra" E7uit3' &a!turi"# Mar;et Per/orma"+e "omparative !ethods , Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ,+ &ase' 'evin 'eller )*+,+-, /!T<1 Building Brand Cesonance2, 'eller7s Best Practice "ases in Branding >I () Desi#"i"# a" Im!leme"ti"# Bra" i"# Strate#ies Brand4Product !atriJ , Brand 0ierarchy , esigning a Branding $trategy Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ,, I"tro u+i"# a" Nami"# New Pro u+ts a" Bra" E?te"sio"s :ew Products and Brand EJtensions, #dvantages of Brand EJtensions, isadvantages of Brand EJtensions, ?nderstanding 0ow "onsumers Evaluate Brand EJtensions, Evaluating Brand EJtension %pportunities, EJtension =uidelines Based %n #cademic Cesearch Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ,* avid #aker, ),66,-, !anaging Brand E&uity, "hapters ,, * Cesearch literature on categoriFation process &ases' )i- ettol 8The 'ey to <olume $ale )ii- !aggi7 Brand EJtension )$uccessful Branding4Pran ' "houdhary)iii- (aiswal, #. '.H $hrivastava, #rpitaH 'othari, hwani, )*++G-, ettol1 !anaging Brand EJtensions, 33!# Ma"a#i"# Bra" s o=er Time Ceinforcing Brands, CevitaliFing Brands, #d>ustments to the Brand Portfolio, Brand Portfolio CationaliFation Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ,@ Arti+le Re=iew' 'evin Aane 'eller, /!anaging brands for the long run1 Brand reinforcement and revitaliFation strategies2, "alifornia !anagement Ceview, vol B,, no. @ spring ,666 #aker # avid, /PrioritiFe Brands in the Portfolio2, 0arvard Business Press &ase' 'evin 'eller )*+,+-, /$napple1 CevitaliFing a Brand2, 'eller7s Best Practice "ases in Branding Ma"a#i"# Bra" s o=er Geo#ra!0i+al Bou" aries a" Mar;et Se#me"ts Cationale for =oing 3nternational, #dvantages of =lobal !arketing Programs, isadvantages of =lobal !arketing Programs, $tandardiFation vs. "ustomiFation, =lobal Brand $trategy, Building =lobal "ustomer4Based Brand E&uity Rea i"#s' 'eller, Parmeswaran, (acob, )*+,,-, $trategic Brand !anagement, "h ,B &o"tem!orar3 Issues i" Bra" i"# The Power %f "ult Branding, E4Brand !anagement, $ervices Branding, $ensory Branding, Brand manuals, Brand <olatility, Brand Tension Rea i"#s' Paul Temporal1 #dvanced Brand !anagement, "h G @

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Boo; Re=iew' /Brand $ense 8 !artin Aindstrom2 (<$), Pe a#o#3 The teaching methodology used in this course will be a >udicious miJ of lectures, case analysis & discussions, as well as presentations by the studentsH there would be presentations on a regular basis )based on brief agencyfa&s.com, brand news articles or other &uality articles. E=aluatio" The course will be evaluated on the following basis1 End Term EJamination 3nternal #ssessment I"ter"al Assessme"t Area;$u! "lass participation1 "ase iscussion1 "lass #ssignments1 =roup Pro>ect on Brand Positioning1 =roup Pro>ect on Brand #udit1 Grou! Pro@e+t #n essential ingredient of the course is the brand audit pro>ect. The idea behind the brand audit is to conduct an in4depth eJamination of a ma>or brand of your choosing. Every team must study a different brand, and brands are assigned on a /first come, first serve2 basis. The goal of the brand audit is to assess its sources of brand e&uity and suggest ways to improve and leverage that brand e&uity. Boo; Rea i"#s (5 2eller, Parmeswara", 4a+oA, Strate#i+ Bra" Ma"a#eme"t, Pearso", ),() *. (ean :oel 'apferer1 $trategic Brand !anagement, 'ogan Page, *++6 @. !.=. Parameswaran 8 Building Brand <alue, Tata !c=raw 0ill, *++;. B. Pran ' "houdhary, $uccessful Branding, *++,, ?niversities Press D. 0arsh <erma, Brand !anagement )EJcel Books, *++B.. avid #aker, Brand Portfolio $trategy ):ew 5ork1 9ree Press, *++BG. avid #aker, Building $trong Brands ):ew 5ork1 9ree Press, ,66D;. avid #aker, !anaging Brand E&uity ):ew 5ork1 9ree Press, ,66,6. Paul Temporal1 #dvanced Brand !anagement )(ohn Wiley & $ons, *++*,+. Cies & Trout, Positioning1 The Battle 9or 5our !ind, *+th #nniversary Edn. )!c=raw 0ill, *+++,,. 5.A.C. !oorthi, Brand !anagement )<ikas Publishing, *++@,*. 'ellogg on Branding 8 :orthwestern ?niversity, *++. +D marks ,+ marks ,+ marks ,D marks ,+ marks D+ marks D+ marks E" Term Pro@e+t Prese"tatio"s