Syllabus
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Course Code: IMS-1004 Course Name: Marketing - Product and Brand Management |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Branding: Meaning Nature & Scope, Value Creation from branding-to customer, firm & product. Challenges and Opportunities in Branding, Strategic Brand Management Process | |
| 2 | Creating a Brand: Various Approaches to Brand Name Creation, Brand Extensions: Concept, Types, Advantages and Disadvantages of Brand Extensions, Evaluating Brand Extension opportunities | |
| 3 | Brand Building Concepts: Brand Identity, Brand Image, Brand Personality, BRAND Prism, Brand Portfolio, Brand Hierarchy Levels, Brand Positioning, Branding Reinforcement and Revitalization | |
| 4 | Brand Equity- Meaning, Measurement & Management: Measuring and Interpreting Brand Performance, Brand Tracking Studies, Measuring Sources of Brand Equity & Outcomes of Brand Equity: Qualitative and Quantitative Techniques, | |
| 5 | Selected Application of Branding: Global Branding-an overview, Permission Marketing, Cause Marketing, Private Label, e-branding, Industrial Branding, Service branding and b2b Branding Leveraging Secondary Brand Knowledge to Build Brand Equity - Co-Branding, Ingredient Branding |
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