BRAND MANAGEMENT - SESSION PLAN

SESSION 1:

a) TITLE: Brand Identity

READING:

“Brand Identity”, Chapter 2, “Strategic Brand

Management”, Jean Noel Kapferer, Free Press,
1992, p 31 -54

SESSION 2:

a) TITLE: Brand Identity

b) READINGS:

“The Brand Identity – the cornerstone of brand

strategy”, Chapter 2, D. Aaker and E.
Joachimstahler, “Brand leadership”, Free Press,
2000, p 33 – 64.

SESSION 3:

a) CASE: VICTOR BRAND

SESSION 4:

a) TITLE: BRAND EQUITY - I

b) COVERAGE:

i) Different definitions of brand equity

ii) Different methods of measuring brand
equity

c) READINGS:
 i) “What is brand equity?”, D. Aaker,
Managing Brand Equity, Free Press, 1991,
p1 – 33.

ii) “Measuring Brand Equity across products &

markets”, Chapter 10, D. Aaker, Building
Strong Brands, Free Press, p 303 - 338

SESSION 5:

a) TITLE: BRAND EQUITY - II

b) COVERAGE:

Application of Keller’s brand equity pyramid to

Coke

c) READINGS:

Karma Cola – Coke in India, Y.L.R.Moorthi and

Kevin Lane Keller, Working Paper # 186, IIM
Bangalore, April 2002

SESSION 6:

a) TITLE: “BRANDING INDUSTRIAL PRODUCTS”

b) COVERAGE:

i) Is branding relevant to business-to-business

markets?
ii) Do you brand the organization or the
product in industrial markets?
iii) Examples of branding in industrial products
and exploration of the issues of branding

c) READINGS:

i) "An Exploration of Branding in industrial

markets", Mudambi S.C., Peter Doyle,
 Veronica Wong, Industrial Marketing
Management 26, 433-46, 1997.
ii) “Branding Principles – Application to b2b
branding”, Moorthi Y.L.R., Working Paper
# 203, IIM Bangalore, Nov 2002

SESSION 7:

a) TITLE: “TECHNOLOGY BRANDING”

b) COVERAGE:

i) What are the distinctive features of

technology markets? How to use these to
brand technology products?
ii) Framework for technology branding

c) READINGS:

i) Scott Ward, Larry Light and John Goldstine,

“What high-tech managers need to know
about brands”, HBR, Jul-Aug 1999, p 85-95.
ii) “Consumer branding is one thing, techno
branding is another”, excerpted from
“Techno Branding”, Chuck Pettis,
AMACOM pub, 1995, p 39 - 53
iii) “The techno-branding process” excerpted
from “Techno Branding”, Chuck Pettis,
AMACOM pub, 1995, p 54 - 80

SESSION 8:

a) TITLE: “BRANDING SERVICES"

b) COVERAGE:

i) How to brand a service?

c) READINGS:
 Y.L.R.Moorthi, “An approach to branding
services”, Journal of services Marketing, Vol 16,
No. 3, 2002, p 259-74.

SESSION 9:

a) TITLE: “ISSUES IN BRAND EXTENSION - I”

b) COVERAGE:

i) What to extend into?

ii) Theory of brand extensions

c) READINGS:

i) “Brand Extensions, the good, the bad and

the ugly”, Chapter 9, D. Aaker, “Managing
Brand Equity”, p 206-37.
ii) “Brand Extension”, Chapter 6, J.N.
Kapferer, “Strategic Brand Management”,
111- 46

SESSION 10:

a) CASE: “SAILING INTO SOAPY WATERS”

b) READINGS:

same as in Session 9

SESSION 11:

a) CASE: Taj Group - Brand Architecture

b) READINGS:

i) “Brand Architecture”, Chapter 5, D. Aaker

and E. Joachimstahler, “Brand Leadership”,
p 129 – 61.
 ii) “The Brand Portfolio”, Chapter 8, J. N.
Kapferer, “Strategic Brand Management”, p
187 - 207

SESSION 12:

a) TITLE: CORPORATE BRANDING

b) READINGS:

"Analyzing the Corporate Brand", Chapter 4, N.

Ind, “The Corporate Brand”, p 42 - 65.

SESSION 13:

a) TITLE: BRANDING ON THE NET

b) READINGS:

“Building Brands – Role of the Web”, Chapter

8, D. Aaker and E. Joachimstahler, “Brand
Leadership”, p 228 – 59.

c) ASSIGNMENT:

How to use the Web to build brands – integrating

this with the project

SESSION 14:

a) TITLE: GLOBAL BRANDS

b) READINGS:

i) “Global Brand Leadership – Not Global

brands”, Chapter 10, D. Aaker and E.
Joachimstahler, “Brand Leadership”, p 302 -
30.
 ii) “Going International”, Chapter 9, J. N.
Kapferer, “Strategic Brand Management, p
209 – 41.

SESSION 15:

a) TITLE: RETAIL BRANDING

b) READINGS:

“Retailer Issues in Branding”, Chapter 7, Leslie de

Charnatony and M. McDonald, Butterworth –
Heinemann, p 232 – 75.

SESSION 16:

a) TITLE: CO-BRANDING

b) READING:

Chapters 1 and 8 from "Co-Branding - the science

of alliance", Tom Blackett and Bob Boad,
Macmillan Business,1999, London, p 1 – 46, 113 -
23.

c) ASSIGNMENT:

Examination of co-branding arrangements like

MasterCard, VisaCard, Diner’s Card, Walt Disney,
Surf-O-matic and Videocon, Ariel and Bombay
Dyeing

SESSION 17:

a) TITLE: BRAND REPOSITIONING/

REVITALIZATION

b) CASE: “CAN THIS BRAND BE SAVED”

c) READING:
 i) Managing Brands for the long run: Brand
Reinforcement and Revitalization strategies,
Kevin Lane Keller, Cal. Management
Review, Spring 99, 102-124.

ii) “Brand Repositioning”, Chapter 5,

Y.L.R.Moorthi, “Brand Management- the
Indian context”, p 145-66.

SESSION 18:

a) TITLE: ORGANIZATION FOR BRAND BUILDING

b) READINGS:

i) “Organizing for building brands”, Chapter

11, D. Aaker and E. Joachimstahler, “Brand
Leadership”, p 340 - 58.

ii) “Brands, Brand Management, and the

Brand Manager System : A Critical-
Historical Evaluation”, G.S. Low and R.A.
Fullerton, JMR, Vol 31, May 94, p 173 – 90.

SESSION 19:

a) TITLE: BRANDING IN DEVELOPING COUNTRIES

b) READINGS:

“Branding in developing countries”, K.L.Keller

and Y.L.R.Moorthi, Business Horizons, Vol 46, no
3, May –Jun 2003, p 49 – 60

SESSION 20 and 21:

Guest Lectures

SESSION 22:
 a) TITLE: “OPEN HOUSE”

b) READINGS:

i) Brand Management - the two-faced Janus

ii) Brand Management - Glossary

Faculty: Secretary:

Dr. Y.L.R. MOORTHI R. Gowri

Off: E-Block, Ground Floor C-Block, I Floor
Room No. 04, Extn. 3190 Extn 3206

EVALUATION:

Case writing / Projects - 35%

Quizs - 25%

End term - 25%

Class Presentations, - 15%

Assignments