Objectives: To increase the understanding of important issues in planning and
evaluating branding strategies across goods and services.
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
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
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.
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.
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