BA9251 BRAND MANAGEMENT Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University


BA9251 BRAND MANAGEMENT Syllabus for 3rd Sem MBA -Marketing Elective-Third semester - Regulation 2009 - Anna University

BA9251                                 BRAND MANAGEMENT                                                      LT P C
3 0 0 3

UNIT  I            INTRODUCTION                                                                                                   8
Basics Understanding of Brands Definitions - Branding Concepts Functions of Brand - Significance of Brands Different Types of Brands Co branding Store brands.

UNIT  II           BRAND STRATEGIES                                                                                       10
Strategic Brand Management process – Building a strong brand Brand positioning Establishing Brand values Brand vision Brand Elements Branding for Global Markets Competing with foreign brands.

UNIT  III          BRAND COMMUNICATIONS                                                                               8
Brand image Building Brand Loyalty programmes Brand Promotion Methods Role of
Brand ambassadors, celebraties On line Brand Promotions..

UNIT  IV         BRAND EXTENSION                                                                                           9
Brand Adoption Practices Different type of brand extension Factors influencing Decision for extension Re-branding and re-launching.

UNIT  V          BRAND PERFORMANCE                                                                                  10
Measuring Brand Performance Brand Equity Management - Global   Branding strategies - Brand Audit Brand Equity Measurement Brand Leverage -
Role of Brand Managers Branding challenges & opportunities Case Studies.

TOTAL:45 PERIODS

TEXT BOOKS
1.  Mathew, Brand Management Text & cases, MacMillan, 2008.
2.  Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing, Prentice Hall, 3rd Edition, 2007.

REFERENCES
1.  Tyboust anKotter, Kellogg on Branding, Wiley, 2008
2.  Lan Batey, Asain Branding A Great way to fly, PHI, Singapore, 2002.
3.  Paul Tmepoal, Branding in Asia, John Willy, 2000.
4.  Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
5.  Jagdeep Kapoor, Brandex, Biztranza, India, 2005
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