SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

MASTER OF BUSINESS ADMINISTRATION

Program: MBA Trimester: V

Course: Brand Management Code:80203M002
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Term End
Session Group Work Evaluation Examination
(TEE)
20 3 60% 40%
Course Rationale:
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
film stars are brands, 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. So, it can be said that the
model of brand thinking has evolved from USP to Brand Image to Positioning to Emotional branding to
Viral Branding. Now, the relevant context is now of seeing ‘brands’ as symbols of meaning rooted in
popular culture – at least that is how Iconic Brands are depicted. The course is designed so that students get a
practical application context as well – so that the rigorous of creating a brand idea in today’s world is clear to
them.

Course Objectives:
1. 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.
2. The focus will be to end the trajectory of brand models with culture mapping and building Iconic brands.
Secondarily, the concepts of brand planning in business context and brand measurement models will be
taught.

Learning Outcomes:
1. Clarity on what is a brand and what comprises brand equity.
2. Various Brand Models of depiction as well as measurement.
3. History of Brand Thinking & Crafting Brand Ideas.
4. Brand Plans and IMC – Integrated Marketing Communication.
5. Brand Strategies of Extensions vs. House of Brands.

Prerequisite(s):
 Marketing Management courses, Consumer Research Courses.

Pedagogy:
Case Study and Concepts, Project Work

Text Book:
 Strategic Brand Management, Kevin Lane Keller, M. G. Parameswaran, Isaac Jacob, Pearson, 2011.

Reference Books:

 Strategic Brand Management, Jean Noel Kapferer, Diane Publishing, 2000.

 Building Strong Brands, David A. Aaker, Simon Schuster, 2012.
 Brand Positioning, AL Ries and Jack Trout, McGraw, 2003.
 Brand Positioning, 2e, Subroto Sen Gupta, McGraw, 2005.
 Building Iconic Brands (Culture branding), D.B. Holt, Harvard Business, 2004.

Journals:
 HBR cases and papers on Brand positioning, Brand planning, Brand Equity measurement, Marketing
Planning process, Viral Branding, Culture & Brands.

Links to websites:

Evaluation Scheme:
 Quizzes/Case Analysis 20%
 Group Assignment 20%
 Mid-Term Examination 20%
 Term-End Exam 40%
Total 100%

Session Plan:
Session Topic Learning Outcomes Pedagogical Tool1 Textbook
Chapters &
Readings
1 Overview of Course & Brands – what all do they Case: Text Book:
Facets of Branding mean and how has Nestle Chapter 1
 Brandingof thinking evolved briefly. http://businesscasestu Ref. Book
People,Organizations, dies.co.uk/nestle/ (Sl. No. 1)
Geographic Locations Chapter 1-2
and Causes
2-3 Understand Roots of  Appreciate the role of Case: Text Book:
Brand Management and Brand Managers – P&G: Chapters: 2-3
Concepts around Brand what do they do in an Marketing Ref. Book
 Steps of Brand organization? Capabilities (Sl. No. 2)
Building  Apply Models of #311117-PDF-ENG Chapter 1-2
 Sources of Brand Brand Thinking – Published 2011 Ref. Book
Equity Aaker, Brand Revised 2012 (Sl. No. 1)
 Value stages & Resonance and Brand HBS Chapter 1-2
Implications Value Chain
 Make branding
decisions
4-5 Positioning  Understand brand Case: Ref. Book
 Identifying and positioning The Saffola Journey (Sl. No. 3)
establishing Brand  Develop a positioning #IMB359-PDF-ENG Chapter 2
Positioning plan for a brand Published 2012
 Positioning Revised 2013
Guidelines HBS

6-7 Managing Brands over  Understand brand Case: Text Book:

Time personality J&B Chapters 3
 Brand  Assess the #500051-PDF-ENG Ref. Book
Image/Personality personality of a Published 2000 (Sl. No. 2)
& Brand Identity brand HBS Chapter 3-5
 Incorporate brand Ref. Book
personality in brand (Sl. No. 1)

1
 planning process Chapter 6-7
8-9 Culture & Iconic Understand different Class Discussion: Ref. Book
Brands models of branding Advancing the Myth: (Sl. No. 4)
and how culture Sustaining an Iconic Chapters 1 & 2
rootedness is Brand,
the universal #4856BC-PDF-ENG
thread Published 2004
HBS
10-11 Myth making &  Understanding Class Discussion Ref. Book
Composing a Culture cultural roots to (Sl. No. 4)
brief brands and positions Chapters 3 & 4
of enquiry
 Application in their
project to get a
practical
understanding
12-13 Brand Planning Process  List typical Case: Text Book:
problems Launching Krispy Chapters 4-5
encountered in Naturals #913574- Part III
brand management PDF-ENG
 Develop Issue Published Jun, 2003
identification and Revised Oct. 2003
Resolution process HBS
in brand planning
14-15 Brand Measurement  Appreciating Case: Text Book:
models & IMC challenges of IMC Mountain Dew: Chapters 6&7
 Capturing the  Diagnosing brand Selecting New Measuring
Customers mindset issues prior to IMC Creative Equity –
 Composing a IMC #502040-PDF-ENG Chapters 8-10
brief Published 2001 Ref. Book
HBS (Sl. No. 2)
Chapter 10
16-17 Branding Strategies  Brand Strategy Case: Pre-read and
 Brand Architecture understanding and Lenovo: Building a Discussion:
 Brand Hierarchy options available Global Brand  Note:
 Brand Architecture #507014-PDF-ENG Brand Strategy
thinking Published 2006 HBS
 How different HBS  Text Book:
companies manage Chapters 11-
brands? 14
Ref. Book
(Sl. No. 2)
Chapters 7- 9
18-20 Project Project work Application of
Presentations and learning
closing discussions