• Executive Summary and Table of Contents
ISB&M Nande Prof.Sunny Arora
PGDM
Term III, 2011-13
PRODUCT & BRAND MANAGEMENT
COURSE OUTLINE
1. COURSE OBJECTIVE
Managers need to understand what exactly a Brand is. Branding is a term used very frequently in Boardrooms and in Marketing divisions. How is Brand Building different from Promotional activities like Advertising? What all goes into a Brand for it to be a success? Where do we place Branding in our Marketing Plans?
The course tries to answer all such questions with the theories that have been recently conceived and are followed in the Academic circles globally. This course will develop the skillset to create a comprehensive Branding Strategy for anything that comes under the scope of Marketing.
2. CONTENTS OF THE COURSE
1. Brand Equity Models by Aaker and Keller.
2. Brand Identity Models by Aaker and Kapferer.
3. Theory of Brand Personality.
4. Understanding the System of Brands.
5. Limits of Extension of Brands.
6. Measuring Brand Equity.
7. Concepts of doing a comprehensive Strategic Brand Analysis.
2. COMPONENTS OF EVALUATION
Presentation : 20 Project ++ : 20 Attendance ** : 10 Case Analysis : 10 End Term : 40
Criteria for Evaluation on performance in Presentations
Content*** : 10
Presentation Aesthetics : 3
Delivery : 3
Q & A
PGDM
Term III, 2011-13
PRODUCT & BRAND MANAGEMENT
COURSE OUTLINE
1. COURSE OBJECTIVE
Managers need to understand what exactly a Brand is. Branding is a term used very frequently in Boardrooms and in Marketing divisions. How is Brand Building different from Promotional activities like Advertising? What all goes into a Brand for it to be a success? Where do we place Branding in our Marketing Plans?
The course tries to answer all such questions with the theories that have been recently conceived and are followed in the Academic circles globally. This course will develop the skillset to create a comprehensive Branding Strategy for anything that comes under the scope of Marketing.
2. CONTENTS OF THE COURSE
1. Brand Equity Models by Aaker and Keller.
2. Brand Identity Models by Aaker and Kapferer.
3. Theory of Brand Personality.
4. Understanding the System of Brands.
5. Limits of Extension of Brands.
6. Measuring Brand Equity.
7. Concepts of doing a comprehensive Strategic Brand Analysis.
2. COMPONENTS OF EVALUATION
Presentation : 20 Project ++ : 20 Attendance ** : 10 Case Analysis : 10 End Term : 40
Criteria for Evaluation on performance in Presentations
Content*** : 10
Presentation Aesthetics : 3
Delivery : 3
Q & A