Brand Management - MK432

Course Objectives

This course is about branding strategy and brand management. We will explore different approaches to the marketing mix and their impact on brand strategy. The course structure is designed to provide you with an overview of the essential tools required to successfully manage a brand and develop its equity. We will use case studies and exercises covering a wide range of industries

Course Content

Brands and Brand Management
Customer Based Brand Equity
Brand Positioning And Values;
Choosing Brand Elements
To Build Brand Equity
Designing Marketing Programs To Build Brand Equity
Integrating Marketing Communications To Build Brand Equity
Developing A Brand Equity Measurement and Management System;
Measuring Sources Of Brand
Designing And Implementing Branding Strategies
Introducing And Naming New Products And Brand Extensions
Case discussion; Managing Brands Over Time
Leveraging Secondary Brand Knowledge To Build Brand Equity ;
Managing Brands Over Geographic Boundaries And Market Segments

Recommended Text:

Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller
Prentice Hall; 2 nd edition (September 2002)
Best Practice Cases In Branding by Kevin Lane Keller, Publisher: Prentice Hall, 2003


 
Syllabus