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MBA Common Subjects MBA Marketing MBA Finance MBA Human Resource MBA General Management MBA Systems MBA Operations

Study Brand Management

BRAND MANAGEMENT
Objectives: To increase the understanding of important issues in planning and evaluating branding strategies across goods and services.
Unit-I
Concept of a Brand-Evolution-perspectives, anatomy, types of brand names, brand name associations, brands vs products, advantages of brands to consumers and firms, brand elements: components and choosing brand elements, branding challenges and opportunities.
Unit II
Brand positioning-basic concepts-alternatives-risks-brands and consumers-strategies for positioning the brand for competitive advantage-points of parity-points of differencebuying decisions, perspectives on consumer behaviour, building a strong brand-method and implications
Unit III
Brand image – dimensions-brand associations and image, brand identity-perspective levels and prism. Managing brand image-stages-functional, symbolic and experiential brands. Brand equity – sources of equity-brand equity models, brand audits, brand loyalty and cult brands.
Unit IV
Leveraging brands – brand extensions, extendibility, merits and demerits, line extensions, line trap-co branding and licensing brands. Reinforcing and revitalization of brands-need, methods, brand architecture-product, line, range, umbrella and source endorsed brands. Brand portfolio management.
Unit V
Brand valuation-methods of valuation, implications for buying and selling brands, applications-branding industrial products, services and retailers-building brands online. Indianisation of foreign brands and taking Indian brands global-issues and challenges.




MBA Common Subjects


Accounting and Finance for Managers
Technology Innovation and Sustainable Enterprise
Brand Management
Business communications MBA Masters of Business Administration
Business Environment
Business Ethics and corporate Goverance MBA Masters of Business Administration
Business Ethics and Ethos
Business Laws
Business Plan and Ethics
Business Policy and Strategic Management
Computer Applications in Management
Entrepreneurial Finance
Entrepreneurship Development
Financial Management
Human Resource Management MBA Masters of Business Administration
Information Technology and E Commerce
Information Technology for Management
International Business
Management Accounting
Management Information system MBA Masters of Business Administration
Managerial Economics MBA Masters of Business Administration
Marketing Management MBA Masters of Business Administration
Operation and Production Management
Organisational Behaviour MBA Masters of Business Administration
Principles and Practices of Management
Principles of Management and Organisational Behaviour
Production and operations management MBA Masters of Business Administration
Project management
Quantitative Techniques for decisionmaking MBA Masters of Business Administration
Quantitative Techniques for Management
Research Methodology MBA Masters of Business Administration
Research Methods in Management
Strategic Management

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