PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

COURSE OVERVIEW
Learning Objectives,

Brand Management is a concept that Procter & Gamble introduced to the corporate world. The
idea of a brand has moved from being a trademark or a registration with an authority to
something that is a short form for an encapsulated meaning of emotions, benefits, trust and now
standing for a purpose that motivates people. From just being a carrier of trust of reliable
performance it can clearly be said that it means a lot now Shahrukh Khan is a Brand , Tesla
is a brand , Apple is a brand in ways that people pay a premium, it has advocates not just users
and has an intangible value that is now being put in balance sheets.

The objective of the course is to provide a holistic understanding of what is a brand , trace the
thinking of brand models and make students help create brand ideas though a learning by
doing exercise. Secondarily, the concepts of brand planning in business context and brand
measurement models will be taught.

Theme 1: What is a Brand ? - Introduction to the idea & concepts of a Brand

Theme 2: Tracing thinking of Brands Models and Concepts
Theme 3: Building Brands with Purpose Culture, Motivation and Band Idea
Theme 4: Building Sustainable Brand Ideas Exercises and Project description
Theme 5: Brand Planning process
Theme 6: Designing Marketing Programs to Build Brand Equity Part I ( B2B)
Theme 7 : Designing Marketing programs to build Brand Equity Part2( B2C)
Theme 8: Brand Equity Measurement Concepts and Models
Theme 9: Measuring Sources of Brand Equity Consumer/Customer Mindset
Theme 10: Measuring Sources of Brand Equity Market Performance

INTRODUCTION
INTERODUCTION TO THE CONCEPTS WHAT IS A BRAND?
Understand - What is a brand; What can be branded; Why brands matter.
Derive the idea of a brand from exercises and brands around us
Understand the concept of Consumer Based Brand Equity (CBBE) - the Benefits,
and Sources
Understand the concepts of Brand Positioning and Values.

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 PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

Understand the implications of Brand Building Today.

TRACING THINKING ON BRANDS

Brand Positioning Al Ries & Jack Trout
Kellers Pyramid Model for creating CONSUMER BASED BRAND EQUITY
(CBBE).
Kapferers model / Aakers model
Other models in marketing literature

BUILDING BRANDS WITH PURPOSE

Understand the evolution of brand thinking
Culture understanding, Human motivations and Brand Ideas

BUILDING BRANDS in REAL LIFE

Work on a real life project on building a Brand Idea

BRAND PLANNNING PROCESS

BRAND PLANNING PROCESS IN ORGNs
Diagnosis of issues facing a brand and linking to objectives
Understanding elements of the objectives that links up to promotion and other
strategies
Looking at both B2B and B2C perspectives
Developing a plan case study approach.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITY
INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY

ASSIGNMENT PRESENTATIONS
Measuring And Interpreting Brand Performance
Understanding Brand Equity Measurement And Management Systems
Measuring Sources Of Brand Equity Customer Mindset
Measuring Sources Of Brand Equity Market Performance

FUTURE BRAND PRIORITIES

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 PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

Understand the importance of Brands in the Innovation process.

Understand the idea of brand extensions.

REFERENCE BOOK
Strategic Brand Management by Kevin Lane Keller
Strategic Brand Management by Jean Novel Kapferer
Building Strong Brands by David Aaker
Brand Positioning AL Ries & Jack Trout
Brand Positioning Subroto Sen Gupta
Others will be mentioned closer to date.

EVALUATION
Building Brand Project : 30%
Individual assignments : 10%
Group assignment : 10%
Final test : 50%

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 PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

SESSION 1: Introduction to the course and exploring beginning ideas of a Brand

Time: 1.5 hrs
Where did the word and idea of brands come from ?
What do we consider as brands ? Exercise for students
The different eras of brand thinking
Examples and concepts that each era exemplifies
What is the idea of Brands now ?
What will this course seek to achieve
Project description and working groups

SESSION 2 & 3: Understand Roots of Brand Management and Concepts around

Brand
Time: 3hrs.
Case study of P&G roots of brand management
Understand Brand Manager/Brand Management role in orgn.
Centrality of Brand in Marketing process and strategy
Concepts around Brand
Consumer Based Brand Equity Kellers Model
Concept , Benefit, Sources, framework and Application of model

SESSION 4& 5: Brand Positioning

Time: 3hrs.
Case study on Positioning
Positioning Roots and thinking Al Ries and Jack Trout
Various ways of Positioning
Measurement of Brand Equity led by Positioning
Measures that became important

SESSION 6: Discussion on Models of Brand Equity

Time: 1.5 hrs
USP Positioning Emotional- Viral branding
Brand Familiarity - Brand Image -Brand Personality Brand Equity
Aaker model
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 PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

Kapferer Model

SESSION 7 & 8: Culture & Brands Building Iconic Brands

Time: 3hrs
Case study analysis of Positioning era/ Emotional branding era
Why is culture important ?
What are Iconic brands

SESSION 9 & 10: Composing the Culture Brief

Time: 3hrs
Understanding Myth Markets
Composing the culture brief
Working session on Project given at beginning
Frameworks to collapse understanding on Project

SESSION 11 & 12: Brand Planning Process

Time: 3hrs
Case study on Brand diagnosis and Brand Planning
Diagnosis of Issues
Creating a Brand Plan or Marketing Plan
Concepts that need to be understood

SESSION 13 & 14: Integrated Marketing Communications

Time: 3hrs
Case study on Creative approach for a Brand
Communication brief development
IMC Choices and Uses
Create a IMC Program Assignment related to Project

SESSION 15 & 16: Brand Equity Measurement / Measurement of Brand Strength

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 PGDM@NMIMS Marketing Elective Course:

Batch 07 Trimester 05 Brand Management

Time: 3hrs
Case study on Brand Measurement
Different Equity Measurement Models
Secondary and Primary sources of Information
Research Techniques associated with Brand Equity

SESSION 17 & 18: BRANDING STRATEGIES

Time: 3hrs
Case study on Brand Options
House Of Brands vs Single Company brand Vs Brand-Sub Brand -
Extensions
Brand Architecture
Thinking on Extensions Pros and Cons

SESSION 19 & 20: Case Study Presentations

Time: 3Hrs.

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