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Subject Details
Dept     : Management Studies
Sem      : 3
Regul    : 2023
Faculty : Ms. S. Pavithra Vanshi
phone  : NIL
E-mail  : cemba40
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Syllabus

UNIT
1
BRANDING – AN INTRODUCTION 7

Definition of a Brand - Brands Vs Products - Significance of Branding - Types of a brand - Functions of a brand - Branding Decisions

UNIT
2
BRAND ASSOCIATION

Brand Vision -Brand Ambassadors- Brand as a personality, as trading asset - Brand positioning, alternatives - Brand Repositioning.

UNIT
3
BRANDING IMPACT

Branding impact on Buyers, competitors - Brand Loyalty, Loyalty programs - Brand Equity, Brand Equity Measurement.

UNIT
4
LEVERAGING BRANDS

Brand Extensions, Extendibility, - Merits & Demerits - Line Extensions - Co-Branding & Licensing brands.

UNIT
5
BRAND VALUATION

Methods of Valuation - Implication for buying & selling brands - Branding industrial goods, services - Indianisation of foreign brands - Taking Indian brands global – Issues & challenges. Branding in Different Sectors: customer, Industrial, Retail and Service Brands

Reference Book:

1.Kevin Lane Keller, “Strategic Brand Management”, 5th Edition, Pearson, 2019. (Units- I, II & III) 2.Jean Noel Kapferer, “Strategic Brand Management – Creating and Sustaining Equity in the Long Term”, Kogan Page, 2020. Units - II, III & V) 3. Harsh Varma, “Brand Management”, 5th Edition, Excel Books, 2019. (Units - I, II &III)

Text Book:

Dr.S.L.Gupta, “Brand Management: (Text & Cases)”, Himalaya Publishing Hosue, 2021. (Units - I, II, III, IV & V) U.C.Mathur, “Brand Management Text & Cases”, Macmillan, 2019. (Units - I, II, III, IV & V)