Narmada College of Management, Bharuch, Gujarat, INDIA

OMK 305- At MBA Full Time Semester -III

OMK 505- At MBA Evening Semester - V

Brand Management

Objectives:

The objective of this course is to introduce the students to the concept of brand. How companies offer various products in the market through brands, their extension the building of brand equity. Students are expected to understand the concepts, applications and competencies in using knowledge of brand to develop better marketing strategies.

Course Contents:

Introduction to the concept of brand.
Understanding brand-concept of brand knowledge, brand personality, brand equity, brand positioning brand value, brand research
Issues in managing the brand-brand portfolios, brand positioning strategy,
Measuring brand equity, extensions of brand
New brand development
Product offering, differentiation, the process, setting objectives, market dynamics, launching new brands,
Role of promotional tool like, Advertising, Sales-promotion schemes, direct marketing etc in brand building
Decision to be taken in managing the product offering Marketing decision to build brands-branding commodity products, building global brands
Financial valuation of brand
Net branding
Brand leaderships
Brands as intellectual property
Branding the corporate
Brand Revitalization.
Branding in Different sectors: Customer Industrial, Retail and Service.
Suggested Readings :
Aaker David A. "Brand Leadership, "The free Press New York 2000.
Aaker David A. "Managinfg Brand Equity", The Free Press New York 1991.
Kania Deborah "Branding. Com" NTC Business Book 2000.
Kapferer, Jean-Noel; Stategic Brand Management, Kogan Page India Private Pvt.