Strategic Brand Management
Course Objectives
- Understand the core concepts and frameworks of strategic brand management.
- Analyze brand equity models and apply them to assess brand value.
- Develop strategic approaches to brand positioning and brand architecture.
- Evaluate the impact of digital transformation on brand management.
- Apply analytical tools to measure and manage brand performance.
Course Outcomes (CO)
| CO No. | Course Outcome | PO Mapping |
|---|---|---|
| CO1 | Demonstrate an understanding of brand management principles and their application to business problems. | PO1, PO2, PO4 |
| CO2 | Analyze and measure brand equity using strategic frameworks. | PO2, PO3 |
| CO3 | Design and implement effective brand positioning strategies. | PO1, PO5 |
| CO4 | Evaluate the role of technology in brand communication and customer engagement. | PO4, PO6 |
| CO5 | Apply quantitative methods to assess brand performance and develop improvement strategies. | PO2, PO7 |
Strategic Brand Management- Syllabus T30
| Session No. | Topics |
|---|---|
| 1 | Introduction to Brand Management |
| 2 | Brand Equity and Measurement Models |
| 3 | Brand Positioning and Repositioning Strategies |
| 4 | Brand Identity and Personality Development |
| 5 | Managing Brand Architecture and Brand Portfolio |
| 6 | Brand Extension and Dilution Risks |
| 7 | Global Branding Strategies and Cross-Cultural Challenges |
| 8 | Brand Communication and Storytelling Techniques |
| 9 | Corporate Branding vs. Product Branding |
| 10 | Brand Performance Metrics and KPIs |
| 11 | Brand Loyalty and Advocacy Programs |
| 12 | Co-Branding and Strategic Alliances |
| 13 | Brand Crises and Reputation Management |
| 14 | Brand Valuation Methods and Financial Impact |
| 15 | Digital Branding and Online Reputation Management |
| 16 | Personal Branding for Leaders and Professionals |
| 17 | Role of CSR in Brand Building |
| 18 | Managing Brand Communities and Engagement |
| 19 | Emerging Trends in Brand Management (AI, AR/VR) |
| 20 | Future of Branding in a Digital-First Economy |
References:
- “Strategic Brand Management” – Kevin Lane Keller
- “Building Strong Brands” – David Aaker
- “Brand Leadership” – David Aaker & Erich Joachimsthaler