|
UNIT
I |
INTRODUCTION TO
BRANDS |
12
|
|
Introduction to Brands - Basic
Concepts - Importance of Brands - Role of the Brand Manager - Naming a Brand - Types of Brand Names - Brand Planning |
|
UNIT
II |
BRAND
IMAGE |
12 |
|
Brand Image - Brand Identity
System - Traps - Perspectives - Structure - Brand Personality - Creation -
Measurement - Brand Associations - Brand Promise -Brand Loyalty - Measuring
Loyalty. |
|
UNIT
III |
BRAND
POSITIONING |
12 |
|
Brand Positioning - Brand
Repositioning - Equity Value of Brands - Conceptualization and Measurement -
Methods and Approaches - Leveraging the Brand. |
|
UNIT
IV |
LAUNCHING
NEW BRANDS |
12 |
|
Launching New Brands -
Organizing for Brand
Building - Strategies
and Approaches - Brand Architecture - Brand Hierarchy - Handling a Large
Portfolio - Celebrity Branding - Event Branding. |
|
UNIT
V |
BRAND
TRANSFERS |
12 |
|
Handling Name Changes - Brand
Transfers - Making Brands Go Global - Opportunities- Barriers - Brand Decline
Ageing and Revitalization - Brand Failures - Brand Valuation - Financial
Valuation of Brands - Methods - E-Commerce and Brands - Protecting a Brand
TOTAL: 60 |
|
TEXT BOOKS: |
|
Sl.No. |
Author(s) |
Title of the Book |
Publisher |
Year of
Publication |
|
1. |
Aaker and David A |
Managing Brand Equity |
New York
free press |
2003 |
|
REFERENCE BOOKS: |
|
Sl.No. |
Author(s) |
Title of the
Book |
Publisher |
Year of
Publication |
|
1. |
Kapferer J N |
Strategic Brand Management |
New York,
Free Press |
2005 |
|
2. |
Aaker and David A |
Building Strong Brands |
Free press |
2004 |
|
3. |
Cowley Don |
Understanding Brands |
London,
Kogan page |
2003 |
|
WEB URLs:
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