PGDM Core Subject
Product & Brand Valuation
Course Objective
Primary PO Mapping: PO2 (Critical Thinking) & PO5 (Innovation). Strategic Focus: Utilizing quantitative tools and Design Thinking to calculate brand equity and launch new ventures.
Mandatory Textbook: Strategic Brand Management by Kevin Lane Keller and Vanitha Swaminathan.
Taxila Standard Internal Assessment (70 Marks)
|
Component |
Marks |
Description |
Mapped CO |
|
Simulation |
20 |
The Brand Valuation Engine: Calculating equity using DCF and royalty models. +1 |
CO2, CO3 |
|
Case Study |
10 |
"Forensic Branding": Analysis of brand valuation in M&A (e.g., Tata-Jaguar). |
CO4 |
|
Presentation |
10 |
"The Shark Tank Pitch": Defending the valuation of a new brand. +1 |
CO5 |
|
Mid Term |
10 |
Written exam covering Modules 1 & 2. +2 |
CO1, CO2 |
|
Project |
10 |
"Equity Research": Comparative brand audit of two listed competitors. +1 |
CO3 |
|
Class Participation |
10 |
Participation in brand-war simulations and analytics labs. |
All |
20-Session Plan
|
Session |
Topic |
Pre-Reading (Keller & Swaminathan) |
Assignment |
|
1 |
Brands & Brand Management |
Ch 1: Brands and Brand Management |
|
|
2 |
Customer-Based Brand Equity (CBBE) |
Ch 2: Customer-Based Brand Equity |
A1: CBBE Model |
|
3 |
Brand Positioning & Values |
Ch 3: Brand Positioning |
|
|
4 |
Choosing Brand Elements |
Ch 4: Choosing Brand Elements |
A2: Element Audit |
|
5 |
Integrating Marketing Communications |
Ch 5: Designing Marketing Programs |
|
|
6 |
Persuasive Storytelling & Branding |
Ch 6: Integrating Marketing Communications |
A3: Ad Script |
|
7 |
Leveraging Secondary Brand Associations |
Ch 7: Leveraging Associations |
|
|
8 |
Brand Resonance Pyramid |
Ch 3 (Contd.) |
A4: Resonance Map |
|
9 |
Developing a Brand Equity Meas. System |
Ch 8: Developing a Measurement System |
|
|
10 |
Mid-Term Internal Exam |
Review Sessions 1-9 |
Mid-Term (10M) |
|
11 |
Measuring Sources of Brand Equity |
Ch 9: Measuring Sources of Equity |
|
|
12 |
Financial Valuation of Brands |
Ch 10: Measuring Outcomes of Equity |
A5: DCF Valuation |
|
13 |
Designing Brand Architecture |
Ch 11: Designing Brand Architecture |
|
|
14 |
Brand Extensions & Growth |
Ch 12: Introducing New Products |
A6: Extension Map |
|
15 |
Simulation Lab: The Brand Launch |
Manual: Iterative Feedback Loops |
Sim (20M) |
|
16 |
Managing Brands Over Time |
Ch 13: Managing Brands Over Time |
|
|
17 |
Global Brand Strategy |
Ch 14: Managing Brands Over Geographies |
|
|
18 |
Digital Branding & AI Ethics |
Technical Note: Algorithmic Bias in Ads |
|
|
19 |
Presentation: The Shark Tank Pitch |
Manual: Defending Valuation |
Pitch (10M) |
|
20 |
Course Wrap-Up & Final Feedback |
Final Project Review |