CONCEPTS OF BRAND MANAGEMENT
Concepts of Brand Management
www.eiilmuniversity.ac.in
Subject: CONCEPTS OF BRAND MANAGEMENT
Credits: 4
SYLLABUS
Branding Concepts
Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building
Successful Brands.
Terms associated with Brands
Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding;
Brand Associations and Brand Image.
Management of Brand
Brand Loyalty; Brand Relationship; Brand Equity; Brand Management
Brand Processing
Brand Evolution; Value of Brand; Brand Planning and Brand Potential.
Brand Selection
Brand and Consumer Buying Process; Consumer Search for Brand Information; Issues associated with
Effective Brand Name; Added Values Beyond Functionalism; Brand Personality; Branding to make Tangible the Intangible.
Suggested Reading:
1. Branding Concepts and Process by Pati D, Publisher: Macmillan
2. Creating Powerful Brands by McDonald Malcolm and De Chernatony L,
Publisher: Amazon.Co.UK
3. Brand Positioning by Subroto Sen Gupta, Publisher: Tata McGraw-Hill
4. Product Management in India by R. C. Majumdar, Publisher: Prentice-hall of
India Pvt Ltd.
5. Managing Indian Brands by S R Kumar, Publisher: Wharton School Publishing
COURSE OVERVIEW
A good brand is priceless to any business, and with this course
•
identify the responsibilities of a brand manager.
in Brand Management you will learn exactly how to market,
•
evaluate brands to identify the components of brand equity.
•
use Porter’s Method of Competitive Strategy to implement a marketing strategy for a brand in a given scenario.
•
identify appropriate steps for evaluating brands in a given scenario. success: a brand manager, a brand, and the consumer. But how
•
recognize the benefits of having an effective brand.
do these ingredients relate and what are they comprised of that
•
identify examples of business properties that can be branded. •
determine the appropriate strategy for a product within
www.eiilmuniversity.ac.in
Subject: CONCEPTS OF BRAND MANAGEMENT
Credits: 4
SYLLABUS
Branding Concepts
Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building
Successful Brands.
Terms associated with Brands
Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding;
Brand Associations and Brand Image.
Management of Brand
Brand Loyalty; Brand Relationship; Brand Equity; Brand Management
Brand Processing
Brand Evolution; Value of Brand; Brand Planning and Brand Potential.
Brand Selection
Brand and Consumer Buying Process; Consumer Search for Brand Information; Issues associated with
Effective Brand Name; Added Values Beyond Functionalism; Brand Personality; Branding to make Tangible the Intangible.
Suggested Reading:
1. Branding Concepts and Process by Pati D, Publisher: Macmillan
2. Creating Powerful Brands by McDonald Malcolm and De Chernatony L,
Publisher: Amazon.Co.UK
3. Brand Positioning by Subroto Sen Gupta, Publisher: Tata McGraw-Hill
4. Product Management in India by R. C. Majumdar, Publisher: Prentice-hall of
India Pvt Ltd.
5. Managing Indian Brands by S R Kumar, Publisher: Wharton School Publishing
COURSE OVERVIEW
A good brand is priceless to any business, and with this course
•
identify the responsibilities of a brand manager.
in Brand Management you will learn exactly how to market,
•
evaluate brands to identify the components of brand equity.
•
use Porter’s Method of Competitive Strategy to implement a marketing strategy for a brand in a given scenario.
•
identify appropriate steps for evaluating brands in a given scenario. success: a brand manager, a brand, and the consumer. But how
•
recognize the benefits of having an effective brand.
do these ingredients relate and what are they comprised of that
•
identify examples of business properties that can be branded. •
determine the appropriate strategy for a product within