JAIPURIA INSTITUTE OF MANAGEMENT, LUCKNOW Course Outline Program Batch Year Trimester Credit Position Course no.

Course title Instructor/s 1.0 : : : : : : : : : Post Graduate Diploma in Management Post Graduate Diploma in Management (Financial Services) Post Graduate Diploma in Management (Retail Management) 2010-12 2011-12 Fourth Full 411 Brand Management Himanshu Misra

Course objectives: 1. To acquaint the students with the concept of Brand Management and various steps involved in creating and managing Brand Equity. 2. To sensitize the students that One size fits all strategy will never work in Branding context and to identify the factors which play important role in determining the success of the brand.

2.0

Course outcomes: Upon successful completion of this course the students will be able to demonstrate/develop the ability to: Identify and manage the various factors affecting the success of brands in marketplace.

3.0

Prescribed text: a) Strategic Brand Management, Kevin Lane Keller, 3rd Edition, Prentice Hall Additional references: a) b) c) d) e) Jean Noel Kapferer, The New Strategic Brand Management, Kogan Page Jean-Marc Lehu, Brand Rejuvenation, Kogan Page Paul Temporal, Advanced Brand Management, John Wiley and Sons. Verma V Harsh, Brand Management, 2nd Edition, Excel Books. S. Ramesh Kumar, Managing Indian Brands, 2nd Edition. Vikas Publishers Component Mid Term Examination End Term Examination Quizzes Project / Assignments (Case Based) Others Total : : : : : : : Weightage (%) 20 30 20 30 100

4.0

Evaluation scheme:

5.0

Pedagogy:
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The course will use case study and discussion on contemporary issues in Brand Management. 6.0 Student contact hours: Learning(s) drawn This unit will act as a building block for further discussion related to Brand Management The students will be able to understand: The concept of Brand and Brand equity and how to enhance brand equity. This case will help the students in identifying and analyzing the factors affecting branding exercises. The students will be able to understand the creation of Brand identity and its role in Brand Management. The students will be able to learn techniques to understand the Brand knowledge and brand structure in the minds of consumer. Prescribed reading, if any Chapter 1

7.0 Session-wise instruction plan: Session Topics to be covered No. 1-6 Meaning of Brand and brand management, Key terms related to branding, advantages and challenges, Brand management process. Concept and constituents of Brand Equity, brand positioning and choosing brand elements to build brand equity Lessons in Branding from the gums line of Perfetti Van Melle in India Customer Based Brand Equity model and Brand Identity Prism Capturing customer mindset through Research Techniques. Discussion on measuring Brand Equity for various products and services. Brand extensions and factors affecting its success. Emami: Identification of Brand Extension opportunities Managing Brands over time, Adjusting brand portfolio Internet and Brand Management Summary and Conclusion

7-10

Chapter 2 & 3

11-12 13-16 17-21

Case Study:1 Chapter 2 Chapter 9

22 23-24 25-27 28-29 30

The students will be able to identify Chapter 10 brand extension opportunities and factors determining the success of such Case Study:2 extensions. The students will be able to understand Chapter 13 the role of changing environment and its implications for Brand Management. The student will be able to understand the role of internet in Brand management.

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