AURO UNIVERSITY

(INDIA)

The School of Business

Masters of Business Administration

(MBA)

Module

BRAND MANAGEMENT
SEMESTER-3
(2019)
Module Leader
Dr. Tanu Narang

www.aurouniversity.edu.in
AURO UNIVERSITY

Table of Content

Sr No. Particular Page No

1 Module Introduction 3
2 Module Objectives 4
2.1 Knowledge and Understanding
2.2 Disciplinary / Professional Skills
2.3 Transferable Skills
3 Assessment Structure 6
4 Unfair means in Assessment 8
5 Right of Students 9
6 A Note on Equal Opportunities 10
7 Weekly Coverage 10
8 Week-1 Introduction to concepts of Brand & CBBE 11
9 Week-2 Brand Positioning & Brand Elements 12
10 Week-3 IMC for building Brand Equity 13
11 Week -4 Leveraging Secondary Brand Associations & 14
Measuring Sources of Brand Equity
12 Week-5 Designing & Implementing Branding Strategies 15
13 Week- 6 New Products & Brand Extensions 16
14 Week -7 Managing Brands over Time 17
15 Week – 8 Managing Brands over Geographic boundaries 17
and Market Segments
16 Recommended Reading 18

1. MODULE INTRODUCTION

Building and effectively maintaining brand equity is among the top

priorities of high performing companies. Effective brand-building and
brand management drives superior financial results, consumer loyalty and
competitive insulation. This course provides students with insights into how

Brand Management August 2018 2

AURO UNIVERSITY
profitable brand strategies can be created and the implications for brand
management professionals. The class blends marketing theory and practice
to provide perspective on corporate marketing and the brand management
function. Some of the most valuable assets managed by companies today
are the brand names associated with their products and services. Strong
brands can influence purchase decisions by communicating the value of and
providing differentiation for products and services. Effective brand
management is critical to maintaining the long-term profitability of
products and services. This course is designed to develop students’
understanding of the importance of brand equity as well as how to build,
measure and manage brand equity. Topics will include understanding
brands from the customer’s perspective, building brand equity, measuring
brand equity, leveraging brand equity, managing brand portfolios and
managing brands over time.

Over the course of your study during this semester we will develop the
basic tools used by marketers to answer many of the branding questions that
we are faced on a regular basis. Besides covering the material in the text,
we will also discuss a few current issues and how they relate to the
marketing of brands . I will be posting some notes on current topics on the
Auro University VLE, but these notes and the book are designed to
complement what you learn in class- They are not substitute for lecture
materials!
In order to achieve the learning outcomes, it is expected that you will
devote around 150 hours to work on the module during the semester. This
includes class attendance, weekly reading and self-study exercises, course
work assignments and examination revision.

Each week you will be expected to attend lecture, seminar and workshop.
Most weeks you will also be expected to complete a set of self-study
exercises. Seminar material and self-study exercises are contained in this
guide. When you go to your weekly seminar, your tutor will give you an
answer sheet for the previous week’s self-study exercises and also a copy of
the PPT slides for the next week’s lecture. These will also be available to
you on the Virtual Learning Environment of Auro University (VLE)

2. MODULE OBJECTIVES

“Everything your organization does communicates.” And, everything that

is communicated is processed and stored by consumers in a mental file: the
brand. This is not the “brand” defined by the AMA many years ago as an

Brand Management August 2018 3

AURO UNIVERSITY
identification mark used to distinguish one offering from another. It’s not
recognizing the nike swoosh; it’s how you feel when you see the swoosh.

Branding is the central component of marketing strategy and the dominant

theme in marketing today affecting not just consumer goods but also b2b,
services, and non-profits. This course will give students a deeper
understanding of the process of brand building in a variety of business
contexts, the integrated requirements for effective brand reinforcement and
revitalization, and the models, measures and impact of brand equity.

IMPORTANT NOTE

All elements of this module – lecture, seminar exercises, workshops AND Self
Study Exercises will be assessed in the multiple-choice examination and/or in short
essay formats. If you miss anything, it is likely that you will not be able to answer
some of the questions.
If you fail to attend a seminar, or the workshops for whatever reason, your
seminar tutor will NOT give you copies of the handouts at a later seminar. Neither
will back-copies be issued during lectures. They would however be available on the
VLE. Students who have a valid reason for having missed a seminar or a
workshop can print back copies of handouts from the VLE

Module Leader :- Dr. Tanu Narang

Tel: +91 261 4088101 / 02 Extn:- 145
Email :- [email protected]
Office hours :- 9:30 am to 5:30 pm

2.1 Knowledge and Understanding: -

Having completed the module, students should be able to:
1) Develop understanding of the key issues in crafting and evaluating brand
strategies;
2) Provide theories, models, and other analytic tools to make better branding
decisions; and

Brand Management August 2018 4

AURO UNIVERSITY
3) Create a forum to apply these principles.

2.2 Disciplinary / Professional Skills:

After studying this module, the students are able to :
 Provide an understanding of the key issues in building and maintaining
brands and brand equity
 Apply key elements of crafting and driving brand strategy, evaluating
strategic options
 Recognize and interpret relationships between market dynamics

2.3Transferable Skills :-

This module provides opportunities for students to develop skills of:

Practiced Taught Assessed

A. Self Management
i. Manage tasks and time. X
B. Learning Skills
i. Use library skills. X X
ii. Develop independence in learning. X
iii. Use a range of academic skills X X X
(analysis, research, synthesis,
evaluation of evidence).

C. Communication
i. Give clear and effective written X X
presentation of evidence and argument.
D. Problem Solving
i. Identify key issues for investigation. X X
ii. Construct theoretical frameworks X X X
for analysis of key issues.
iii. Select optimal strategies/solutions. X X X
E. Information Technology
i. Use IT as a resource for information. X

3 ASSESSMENT STRUCTURE
The subject matter covered in this course will be assessed by:

Brand Management August 2018 5

AURO UNIVERSITY

3.1 PROJECT WORK – BRAND AUDIT – 30 %

DETAILS OF THE PROJECT

BRAND AUDIT PROJECT (30 %- GRADED )

DOCUMENTATION ( BRAND BOOK) – 15%

PRESENTATION – 15%

Programme Office will form brand management teams to work on this

project. Teams will be formed by the second week . Your assignment is to
adopt a brand and conduct a brand audit. Every team must study a different
brand . Your goal is to develop a “Brand Book”. The book should include:

 A brand history of the brand: origins, key stages in its growth , etc...
 An assessment of the brand’s c`urrent status - apply the concepts of
brand hierarchy, customer–based brand equity pyramid, brand
positioning and values, and brand mantra to describe the brand’s
current status (e.g., intended versus actual meaning and value to
customers).
 Analyze how the various branding elements (e.g., brand name, logos,
symbols, slogans, packaging, etc.) and marketing mix activities (e.g.,
integrated communications, pricing, channels) are contributing to this
current brand status.
 Make recommendations as to how you would build and manage the
equity of this brand in the future. Support your recommendations
with key concepts discussed in the course.

The Brand Book should be a maximum of 10 typed written pages

plus exhibits should be submitted by Week 6 . During the week 7 &
week 8 your group will present a top-line summary of your brand
audit and recommendations.

3.2 MID – TERM EXAM – 20 %

Brand Management August 2018 6

 AURO UNIVERSITY
This will take place on the 6th week of the semester during the workshop-
seminar classes. This will include both practical questions as well as
conceptual and analytical problems, discussed in the earlier classes. It can
be a combination of multiple choice questions and subjective questions. The
portion that has been covered till 5 th week will come in the mid-term exam.
This will be a 100 marks question paper.

NOTE: There will be no further make-up tests in case you miss the
mid-term exam.

3.3 FINAL EXAM – 50%

The Final exam will be conducted after the 8th Week and a 100 marks of
paper comprising of both subjective , analytical problems as well as
multiple choice questions will be included .

Assessment Plan

Mid Term
Final Exam
PROJECT- BRAND AUDIT 20%
50%
30%

BRAND BOOK – 15%

To be submitted on WEEK - 6

BRAND AUDIT PRESENTATION -15%

Presentations on WEEK – 7 & 8

4 UNFAIR MEANS OF ASSESSMENT

Brand Management August 2018 7

AURO UNIVERSITY
All assessments are intended to determine your individual skills, abilities,
understanding and knowledge. Cheating is defined as obtaining an unfair
academic advantage and any of you found using any form of cheating,
attempting to cheat or assisting someone else to cheat may be subject to
disciplinary action in accordance with the AU’s Disciplinary Procedure.
The university takes this issue very seriously and you may be expelled or
have your degree withheld for cheating in assessments. If you are having
difficulty with your work it is important to seek help from your tutor rather
than be tempted to use unfair means to gain marks. Do not risk losing your
degree and all the work you have done. AU defines a number of different
forms of cheating, although any form of cheating is strictly forbidden.

These are:
 Submitting other people's work as your own - either with or without
their knowledge. This includes copying in examinations; using notes
or unauthorized materials in examinations

 Impersonation - taking an assessment on behalf of or pretending to be

another student, or allowing another person to take an assessment on
your behalf or pretend to be you.

 Plagiarism - taking or using another person's thoughts, writings or

inventions as your own. To avoid plagiarism you must make sure that
quotations, from whatever source, are clearly identified and attributed
at the point where they occur in the text of your work by using one of
the standard conventions for referencing. It is not enough just to list
sources in a bibliography at the end of your essay or dissertation if
you do not acknowledge the actual quotations in the text. Neither is it
acceptable to change some of the words or the order of sentences if,
by failing to acknowledge the source properly, you give the
impression that it is your own work

 Collusion - except where written instructions specify that work for

assessment may be produced jointly and submitted as the work of
more than one student, you must not collude with others to produce a
piece of work jointly, copy or share another student's work or lend

Brand Management August 2018 8

AURO UNIVERSITY
your work to another student in the reasonable knowledge that some
or all of it will be copied

 Duplication - submitting work for assessment that is the same as, or

broadly similar to, work submitted earlier for academic credit,
without acknowledgement of the previous submission

 Falsification - the invention of data, its alteration, its copying from

any other source, or otherwise obtaining it by unfair means, or
inventing quotations and/or references.

5 RIGHT OF STUDENTS
 You can look forward to access and support from faculty but not
dependence.

 You are encouraged to question and challenge views, ideas and logic
of the faculty through providing your logic. You can express your
beliefs. However, beliefs without reason may be hard to deal with.

 You are encouraged to make suggestions in the class to make the

course more meaningful.

 You can avail outside class time from faculty for discussing any issue
related to the course.

 You have right to disagree with the faculty on any issue. If the issue
needs a decision, the faculty’s decision will be final.

 You have right to question and seek justification for the grading of
the faculty on merits of logic.

 In the events of disagreement, the faculty decision would be final.

6 A NOTE ON EQUAL OPPORTUNITIES

Brand Management August 2018 9

AURO UNIVERSITY
Auro University aims within its courses to provide equal access to learning
to students from diverse backgrounds, irrespective of their gender, race,
disability, sexual orientation, age, religion and maturity. However you are
free to discuss with the module facilitator if you have any comments or
suggestions for the enrichment of the course module.

7 WEEKLY COVERAGE
Textbook :- Strategic Brand Management , Kevin Lane Keller, M.G
Parameswaran , Isaac Jacob , Pearson Publications .
Lecture (10:00 AM-11:30 AM)
Week (11:45 AM- 1:15 PM) Textbook

Introduction to Concepts of Brand

Week – 1 & Customer Based Brand Equity Chapter-1 & 2
(CBBE)
Brand Positioning & Brand
Week – 2 Elements to Build Brand Equity Chapter-3 & 4

Week – 3 Designing Marketing Programs & Chapter-5 & 6

IMC ( Integrating Marketing
Communication ) for building
Brand Equity
Leveraging Secondary Brand
Week – 4 Associations and Measuring Chapter-7 & 9
Sources of Brand Equity
Designing and Implementing
Week – 5 Branding Strategies Chapter- 11
Week – 6 New Products and Brand Chapter – 12
Extensions
MID – TERM
SUBMISSION OF PROJECT – BRAND AUDIT
Week- 7 Managing Brands over Time Chapter – 13
PRESENTATION OF BRAND PROJECT-
BRAND AUDIT
Week- 8 Managing Brands over Chapter – 14
Geographic Boundaries and
Market Segments
PRESENTATION OF BRAND PROJECT-
BRAND AUDIT

8 WEEK – 1 – Introduction of Brand & CBBE

Learning Outcomes

Brand Management August 2018 10

AURO UNIVERSITY
 To Explore the important issues in planning , implementing , and
evaluating brand strategies
 To Provide appropriate concepts , theories , models and other tools to
make better branding decisions
 Understanding psychological principles at the individual or
organizational level in order to make better decisions about brands .
 Explore brand equity and how to identify and establish an effective
brand positioning .
 Discuss and implement the main implications of the CBBE model

Outline of Lecture ( Topic Wise)

 Brand Introduction
 Importance of Branding
 Branding Challenges & opportunities
 Brand Equity Concept
 Strategic Brand Management Process
 Customer Based Brand Equity
 Brand Knowledge
 Sources of Brand Equity
 Steps to build strong brand
 Creating Customer Value

Workshop & Seminar – Week – 1

Detail Briefing about the project – Brand Audit will be conducted and
doubt clearing session will be held .

Video case study - will be shown on a brand and then an activity to analyze
the challenges , positioning strategy of the particular brand will be
conducted .

9 WEEK – 2 Brand Positioning & Brand Elements

Brand Management August 2018 11

AURO UNIVERSITY
Learning Outcomes

 Identify and establish core brand associations and brand mantra

 Conduct brand audits using research approach to help formulate
brand positioning
 Analyzing the general criteria for choosing brand elements and
identify the best brand elements to build brand equity .

Outline of Lecture ( Topic Wise)

 Brand Positioning
 Positioning Guidelines
 Brand Mantras
 Brand Audits
 Brand Elements – choosing criteria
 Options and tactics for brand Elements

Workshop & Seminar – Week – 2

Workshop :- Case Study – on Repositioning – “ Phillips – Faded Glory-

All is not lost for Phillips .” the repositioning strategy and its journey to the
same will be discussed .

Seminar :- Brand Element quiz will be conducted in the class.

On the Spot Groups will be formed by the Faculty in consultation with the
Students . A score keeper will be appointed within the students on voluntary
basis .

There would be various rounds of the Quiz – brand recognition round ,

audio ( Jingle) rounds , Tagline round etc.

10 WEEK – 3 Designing IMC for building Brand Equity

Brand Management August 2018 12

AURO UNIVERSITY
Learning Outcomes

 Construct and design marketing activities from a branding

perspective.
 Evaluate how marketing program create brand equity.
 Review and Analyze product , pricing and channel strategies .
 Designing integrated marketing communication programs.
 Evaluate major communication options contributing to brand equity .
 Employ a range of communication options in an integrated fashion .

Outline of Lecture ( Topic Wise)

 New Perspectives on Marketing

 Product Strategy
 Pricing Strategy
 Channel Strategy
 New Media Environment
 Marketing Communication Options
 Developing IMC programs

Workshop & Seminar – Week – 3

Exercise: - Pick any product category: - develop an IMC and also new
media environment options can be inculcated for the same and also develop
brand Elements for the product chosen. ( time given for preparing will be 40
min of the workshop session ) . A short presentation will have to be
prepared of about 10 min, which will be presented in the Seminar Session .
the groups will be formed on the spot by the faculty ( with the consultation
of the Students) .

Brand Management August 2018 13

AURO UNIVERSITY
11 WEEK – 4 Leveraging Secondary Brand Associations &
Measuring Sources of Brand Equity

Learning Outcomes

 Identify and compare the entities and their linkages for the purpose of
leveraging secondary brand knowledge
 Evaluate and construct effective way to reinforce existing
associations
 Analyze and understand the qualitative and quantitative approaches
to identifying potential sources of brand equity .

Outline of Lecture ( Topic Wise)

 Conceptualizing the Leveraging Process

 Channels of distribution
 Co-branding
 Licensing
 Celebrity Endorsement
 Events etc
 Qualitative Research Techniques
 Quantitative Research Techniques

Workshop & Seminar – Week – 4

Case Study :- A Case / story covered by Business Today on Co-branding

and Celebrity endorsement – will be discussed in the both sessions of
Workshop and Seminar . The Link for the same is given , Also the
documented copies of the same will be uploaded on the VLE .
http://businesstoday.intoday.in/story/big-global-brands-in-indian-real-
estate-should-you-invest/1/197140.html

http://businesstoday.intoday.in/story/veterans-vs-rising-stars-in-
endorsement-race/1/193562.html

Brand Management August 2018 14

AURO UNIVERSITY

12 WEEK – 5 Designing and Implementing Branding Strategies

Learning Outcomes

 Formulating branding strategies by defining various relationships

among brands and products .
 Understanding of two important strategic tools – brand-product
matrix and the brand hierarchy
 Listing out issues in implementing branding strategies , designing
brand hierarchy and marketing programs

Outline of Lecture ( Topic Wise)

 Brand Architecture
 Brand Hierarchy
 Designing a Branding Strategy
 Cause Marketing to build brand Equity

Workshop & Seminar – Week – 5

On the Spot activity :- Pick a brand ( other than the brand chosen for the
Brand Audit project )of your choice and study it brand Hierarchy and also
any cause marketing initiatives conducted by the same brand .

You may explore the internet. Discussion of the same will be followed
with a small on the spot presentation by the groups ( predetermined by the
programme office ). Students are requested to bring their laptops for the
same. Each member of the Group has to be the part of the presentation .

This will be the test of being proactive , testing your research capabilities in
the controlled environment and pressure of deadline along with being
creative .

Brand Management August 2018 15

AURO UNIVERSITY

13 WEEK – 6 New Products and Brand Extensions

Learning Outcomes

 Describing some basic issues about brand extensions and outlining

their advantages and disadvantages
 Analyze the model of how consumer evaluate brand extensions
 List out the managerial guidelines for introducing and naming new
products and brand extensions

Outline of Lecture ( Topic Wise)

 New products and Brand Extensions

 Advantages of Brand Extensions
 Disadvantages of Brand Extensions
 Consumer Evaluation of Brand Extensions
 Evaluating Brand Extension Opportunities

Workshop & Seminar – Week – 6

MID – TERM

Mid- Term :- Examination of 100 marks ( 20 % of the Total)

Introduction to Concepts of Brand & Customer Based Brand Equity

- (CBBE)
Brand Positioning & Brand Elements to Build Brand Equity

Designing Marketing Programs & IMC ( Integrating Marketing Communication )

for building Brand Equity
Leveraging Secondary Brand Associations and Measuring Sources of Brand
Equity
Designing and Implementing Branding Strategies

14 WEEK – 7 Managing Brands over Time

Brand Management August 2018 16

AURO UNIVERSITY
Learning Outcomes

 Identify new sources of brand equity and making adjustments to

marketing programs.
 Evaluating the importance of reinforcing the brand meaning and
maintaining brand consistency
 Building strategies to Revitalize brands

Outline of Lecture ( Topic Wise)

 Reinforcing Brands
 Revitalizing Brands
 Adjustments to the Brand Portfolio

Workshop & Seminar – Week – 7 :-Presentations for the Brand Audit Project

15 WEEK – 8 Managing Brands over geographic boundaries &

Market Segments
Learning Outcomes

 Evaluating issues related to brand management in respect to regional

market segments , demographic and cultural segments and Reviewing
basic rationale for brands into new international markets
 Identify issues in developing a standardized global marketing
program
 Listing the Ten Commandments of Global branding and illustrating
the guidelines with existing brands

Outline of Lecture ( Topic Wise)

 Regional Market Segments, Demographic and Cultural Segments

 Rational for going International
 Advantages of Global Marketing Programs
 Disadvantages of Global Marketing Programs
 Standardization versus Customization
 Building Global Customer- Based Brand Equity
( 10 commandments )

Workshop & Seminar – Week – 8- Presentations for the Brand Audit Project

Brand Management August 2018 17

AURO UNIVERSITY
16. RECOMMENDED READING

Required Text Book:

1. Strategic Brand Management , by Kevin Lane Keller , MG

Parameswaram , Isaac Jacob : Pearson Publication , 3rd Edition .

Other Recommended Text Book:

2. Brand Management: The Indian Context , Moorthi, Y. L. R. New Delhi: Vikas

Publishing House Pvt. Ltd.

3. Brand Positioning: Strategies for Competitive Advantage, Second Edition. ,

Sengupta, Subroto. New Delhi: Tata McGraw-Hill.

Copies of the books are available in the library for but given the number of students on
the module. There are a number of other reference books on the subject in the library,
which you may use in place of these books.

Another important resource is the internet. Two sites are especially relevant to your
module and you should have a look at these at your earliest opportunity:

 Marketing Profs site which you can find at

http://www.marketingprofs.com/tutorials/branding.asp . This leads you into a
wide range of marekting and brand related sites. Of particular value is the is a
web-based tutorial on internet information skills.

 The Biz/Ed site, which you can find at www.bized.ac.uk. This site provides a
‘gateway’ to a wide range of sites relevant to business and economics.

 http://www.casestudyinc.com/ another very god website to refer various cases

relevant to marketing and Brands .

You should also keep up to date with marketing and business-related current affairs.
You are strongly recommended to ‘check out’ the business and economics sections of
newspapers [Economic Times( Brand Equity) , Business Standard, The Hindustan
Times, The Times of India] and the Sunday equivalents. You should also take a
regular look at The Economist, Business India, Business World and the Business
Today. If you are systematic, making a note of key articles and, ideally, building up a
file of photocopies, this task should not take more than an hour or so each week.

Brand Management August 2018 18