T. A.

PAI MANAGEMENT INSTITUTE (TAPMI), MANIPAL

BRAND MANAGEMENT

Programme: PGDM
Batch: 2017-2019
Term: 4
Course Name: Brand Management – MKT 6004
Credits: 3 (24 Sessions)
Course Instructors: Prof. Simon George (Core), Prof. Jeevan J. Arakal (Core) &
Prof. Swapnarag Swain (Core)

PART 1

INTRODUCTION:
This course focuses on management of products more specifically on brands, in a marketing set up
of a company. A brand focused management has assumed importance in the background of more
intense competition among brands in the market and due to the need of more focused support
required for each brand in the company. Products are generic and tangible expressions, while brands
are the tangible and intangible expressions of a product. Brands tell consumers about its origin,
identity, personality, culture, values in addition to the functional utility that it offers. A brand very
specifically expresses a product through a name. Brand management hence consists of creating
tangible and intangible assets in a product to the satisfaction of the customers by fulfilling his needs.
It also means being strategic to be more effective than competition. Brands provide an opportunity
for the company to differentiate a product through its tangible features and make it stand out distinct
against competition. A key task of branding involves giving an appropriate name to a product to
make it distinct and easily identifiable. The name, the tangible and intangible dimensions added over
a period of time creates a unique aura around each brand. This task of consciously and consistently
nurturing a brand favorably and positively in the mind of the consumer is called Brand management.

Brand management thus essentially include product creation, product development, creating an
identity and value, product launch, communicating the image and building the brand. It also includes
developing very deeper understanding of present and potential consumers (their characteristics and
behavior) too. These tasks are carried out with a strategic intention to create powerful brands. These
tasks form the various components of discussion in this course on Brand management.
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COURSE OBJECTIVES (CO):
1. To understand the importance of brand focused management in a marketing set up.
2. To assess any product/brand using its external and internal dimensions.
3. To develop abilities to look at a product and its various dimensions from a customer angle
4. To understand the importance of working as a team among R&D, production, finance/costing and
marketing/ brand.
5. To enhance ability to identify problems in the management of a brand and equip them to develop
appropriate solutions.
6. To equip them to develop brand related strategies.

COURSE LEARNING OUTCOMES (CLO):

At the end of this course students will be able to:
CLO 1: Develop positioning strategy for a brand (PLG1)
CLO 2: Develop brand identity prism (PLG1)
CLO 3: Measure and interpret brand equity (PLG2)
CLO 4: Do a brand audit and develop a brand report card (PLG6)

COURSE CONTENT:
• Concept of a Brand
• Products and product Development process
• Brand Architecture and Product portfolio analysis
• Brand analysis
• Product- market fit. Understanding Segmentation strategies
• Developing Positioning strategies
• Creating a Brand identity
• Brand equity
• Branding management Strategies
• Product launch and re-launch
• Brand extension-an effective brand strategy
• Brand valuation
• Brand audit and brand report card
• Digital branding

PRESCRIBED TEXT BOOK:

Kevin Lane Keller, Parameshwaran and Issac Jacob (2015), “Strategic Brand Management”, 4th
Edition, Pearson Education.

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 OTHER USEFUL REFERENCES:
• Jean Noel Kapferer (2003) Strategic brand management, 2/e, Kogan Page.
• Paul Stobart (1995) Brand Power, 2/e,The Macmillan Press ltd. .
• David Aker(1991)Managing brand Equity, 1/e,Free Press
• David Aker (1996)Building Strong brands , 1/e, Free Press
• Pran K Choudhury (2001) Successful branding, 1/e, University Press ltd.
• YLR Moorthi (2002) Brand management,2/e, Vikas Publishing.

POLICY ON PLAGIARISM:
Plagiarism of any kind and to any extent would attract penalties. The assessment would be ‘zero’ for
the particular component, with no further opportunity to improve. Repetition of the offence would
result in failure in the subject.

ASSESSMENT SCHEME AND WEIGHTAGE:

{a} END-TERM

Evaluation Weightage(%) Duration (in minutes) Open/close Book CLO Tested

End-Term 35% 120 Closed CLO 3

{b} OTHER ASSESSMENTS

Evaluation Unit of
S. No. Weight Time CLO
type Evaluation

1 Class participation Individual 15% All sessions CLO 1 ,2, 3 & 4

2 Quiz Individual 15% After 15th session -

3 Assignment Group 20% After 19th session CLO 3& 4

After 13th and 17th
4 Case solutions Group 15% CLO 1,2, 3 & 4
sessions

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 PART 2: SESSION PLAN

Text
Session
Topic Pedagogy book Case/exercise Reading
chapter
What is brand
1 management? Discussion Ch.1&2 - Concept of a brand
Brand elements
What is brand
Case: NACCO -
2 management? Discussion Ch.1&2 Concept of a brand
Marketing jam
Brand elements
What is brand
Case: NACCO -
3 management? Discussion Ch.1&2 Concept of a brand
Marketing jam
Brand elements
Brand Architecture
Product Winning markets- By
4 and Product Discussion Ch.11
portfolio analysis Philip Kotler
portfolio analysis
Product portfolio
5 - - In class exercise -
analysis

Case: Mahindra
6 Brand Architecture Discussion Ch.11 -
“rise”
Product
Chapter 20 of Kotler,
7 development and Discussion - -
Keller, Koshy, Jha.
brand analysis
Product
Case: Victor Chapter 20 of Kotler,
8 development and Discussion -
brand Keller, Koshy, Jha.
brand analysis
Product Chapter 20 of Kotler,
Solution Case: Victor
9 development and - Keller, Koshy, Jha.
presentation brand
brand analysis
Establishing
Chapter 8 &11 of
product market fit-
10 Discussion Ch.3 - Kotler, Keller, Koshy,
Segmentation and
Jha.
Brand positioning
Establishing
Chapter 8 &11 of
product market fit- Case: Ontela
11 Discussion Ch.3 Kotler, Keller, Koshy,
Segmentation and PicDeck (A)
Jha.
Brand positioning
Brand Identity by
Jean Noel Kapferer
12 Brand Identity Discussion - -

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 Text
Session
Topic Pedagogy book Case/exercise Reading
chapter
Case: The Pride Brand Identity by
13 Brand Identity Discussion - Stoves, Creating Jean Noel Kapferer
brand value
Case Solutions (7.5%)
(a)Brand Equity and
14 Brand equity Discussion Ch. 8 &9 - its measurement -
Notes by Instructor.
(a)Brand Equity and
15 Brand equity Discussion Ch. 8 &9 - its measurement -
Notes by Instructor.
Quiz (15%)
(a)Brand Equity and
16 its measurement - Discussion - Case: Kurlon ltd. -
Notes by Instructor.
(a)Brand Equity and Solution
17 - Case: Kurlon ltd. -
its measurement - presentation
Case Solutions (7.5%)
Branding strategies in
18 Branding Strategies Discussion Ch.11 Case: L’oreal a changing Marketing
environment.
Branding strategies in
19 Branding Strategies Discussion Ch.11 Case: L’oreal a changing Marketing
environment.
Assignment (15%)
Leveraging brand
equity for developing
20 Brand extension Discussion Ch.12 - appropriate brand
extension strategies.
– By Instructor.
Assessing brand
21 Brand valuation Discussion - - Value- by Michael
Birkin.
Assessing brand
22 Brand Valuation Discussion Value- by Michael
Birkin.
Branding in the Age
23 Digital branding Discussion - Case: Accor of Social Media by
Douglas B. Holt
Review and
24 - - - -
conclusion

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 CLO-PLG MAPPING FOR THE COURSE
Addressed
PLG# Programme Level Learning Goal by Course?
(Yes / No)
Application of Fundamentals
PLG1 Traits: Demonstrate application of functional / conceptual knowledge to Yes
business situations
Problem Identification and Solution
PLG2 Traits: Demonstrate ability to identify a problem, critically assess various Yes
alternatives and suggest appropriate solution

Integrative Thinking
Traits: Demonstrate ability to identify inter-linkages among functional
PLG3 No
areas within an enterprise and assess the impact of external environment
on its performance

Effective Communication
PLG4 No
Traits: Demonstrate proficiency in Oral and Written Communication
Ethical Responsibility
PLG5 Traits: Demonstrate awareness and assess impact of ethical behavior on No
business
Leadership
PLG6 Traits: Demonstrate capability to take leadership role in a business Yes
situation

PART 3: SUPPLEMENTARY INFORMATION

a) Case discussion and submission

The cases mentioned in the course outlines will be discussed in class. Cases are not given in the study
material, but will be given separately. The following steps will be followed: (1) Students come
prepared to the classes reading the case well. (2) In certain cases, the questions for preparation will
be sent 1-2 days earlier. (3) Each case thus will be discussed in class. (4) In addition to discussions,
certain things will be worked out/done in class. The output of that may be evaluated too.(5) problems
are identified in class, through discussion and analysis. (6) The solutions to the problems identified
will be presented- either orally or written. (7) The solutions present will be evaluated.
b) Measuring Brand equity
Choose a brand for study. Based on conceptual discussion in class: 1. Research design has to be
developed by students, for Measuring Brand equity (customer based) of a brand. 2. Data to be
collected looking at the constructs in the model. 3. Data collected and scores calculated for your brand
and 2-3 competing brands. 4. Data/scores then analyzed and interpreted. This report has to be
submitted, which will be evaluated. Students have to proceed with the data collection and its analysis,
only after the research design is approved by the instructor.

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c) Assignment- Brand audit and Brand report card
Students in groups have to identify a brand. The following data has to be collected (either primary
or secondary) : 1. The company and its performance 2. The brand and its performance. 3. Competitors
and their performance. 4. Brand -its attributes and benefits. 5. Pricing, Positioning and Promotion
decisions- in the last 2-3 years.5. Brand audit, using the instrument provided. 6. Your interpretation
and conclusions in terms of USP, KSF, SWOT etc. 7. Recommendations for improvement. The report
in the above structure has to be submitted.