64703 - Brand Management

Learning outcomes

The course refers to marketing strategies and decisions connected to the the most important outcome of a marketing program, the brand and its value (in competitive and in eco-fin terms). In particular, the student is expected to understand: - What is brand value (equity) and its links with marketing strategies - The link between brand equity and the value for the customer (i.e. measurement of the value for the customer techniques); - The management of brand and its kinks with the overall marketing strategy of a company.

Course contents

LEARNING OBJECTIVES:

This course on Brand Management is designed to equip students with strategies to build strong product and service brands in today’s Marketing landscape. The course learning includes theoretical foundations and a set of managerial tools to create, sustain, and continuously enhance a Product or Service Brand.

Students in this course will:

• Understand key Branding concepts based on the fundamentals of the Marketing Framework
• Learn Segmentation and Targeting concepts that are relevant to building a Brand
• Understand Positioning Strategy and Learn to Develop Positioning Strategies for Brands
• Learn about Repositioning Strategies for Brands
• Understand and Learn to Develop Brand DNA
• Learn the differences in Product and Service Branding
• Understand the concept of Brand Equity and the challenges in building and measuring Brand Equity.

Besides technical skills required for Brand Management, students will enhance their soft skills such as teamwork and communication. Additionally, students will sharpen their analytical skills with rigorous discussions of published and real-life case studies in class. They will learn how to analyze, discuss and to critically question industry practices and brand management functions.

 

COURSE CONTENT:

Part I: Branding Basics and Definitions

• What is a Brand?
• The origins and the evolution of the contemporary meaning of Brands

Part II: Marketing Frameworks that Guide Brand Management

• The basic premise of “Value”
• Targeting and Segmentation

Part III: Positioning Strategy to Build Strong Brands

• Elements of Positioning Strategy; Writing Positioning Statements
• When and How to Reposition Brands

Part IV: Brand DNA

• Elements of the Brand Pyramid
• Differences between Product and Service Brands

Part V: Brand Equity

• Defining Brand Equity from Different Perspectives
• Models of Measuring Brand Equity

Part VI: Brand Management in the age of Digital Marketing

• A Brand Manager’s Role and Tasks
• Challenges that face Brand Managers Today

Readings/Bibliography

The following articles and cases are assigned as required readings for this course. The assigned readings combine theoretical and managerial thinking on the topic of branding of products and services. Students are expected to read the assigned articles and cases thoroughly prior to each class session and come prepared for discussion. The articles assigned for each class session will be provided by the professor in the detailed course syllabus prior to the start of the course.

Articles:

• Positioning: The Essence of Marketing Strategy. Positioning: The Essence of Marketing Strategy (2009). M. C. Moore and R. Helstein. Darden Business Publishing, University of Virginia.

• Brands & Branding (2003). Douglas Holt. Harvard Business School.

• Understanding Brands (2008). A. Keinan and J. Avery. Harvard Business School.

• Brand Equity: An Overview (2015). Paul W. Farris. Darden Business Publishing, University of Virginia.

• Creating the Living Brand (2005). Neeli Bendapudi and Venkat Bendapudi. Harvard Business Review, May 2005

Cases:

• Positioning the Tata Nano (A) (2011). Alice M. Tybout and Natalie Fahey. Kellogg School of Management.

• ThoughtWorks (A): Targeting and Positioning Basics for a Service Firm (2004). Alice M. Tybout. Kellogg School of Management.

• Branding Yoga (2011). Rohit Deshpande, Kerry Herman and Annelena Lobb. Harvard Business School
  

Teaching methods

This course on Brand Management will utilize the following teaching methods:

 

1) Interactive Lectures and Discussion

2) Case Analysis, Debate and Discussion

3) Real World Branding Examples

4) Team Exercises for Applied Learning

5) Critical Thinking Tasks and Reflection

 

The course will employ multiple digital teaching tools including videos, interactive small group meetings and breakout rooms, polls, and digital whiteboards for active participation and brainstorming.

Assessment methods

Branding Team Project and Presentation
40% of the Final Grade

Students will work in teams on developing a comprehensive Branding Strategy and Tactical Recommendations for an international brand. Each team will have 15 minutes to present, followed by Q&A with the course professor. The deliverables for this project include the final presentation in PowerPoint file format, and any relevant appendices and references.

 

Class Participation
10% of the Final Grade

Students are expected to actively engage and participate during class sessions. Participation is not just attendance. Students will be graded on their level of participation and the quality of their contribution to class discussions.

 

Final Take-Home Exam
50% of the Final Grade

The final take-home exam will consist of a written case analysis. Students will be given 24 hours to read the assigned the case and answer case questions. Instructions for uploading the case analysis document will be provided by the professor in the detailed course syllabus.

Teaching tools

Office Hours:

Students are welcome to schedule digital Office Hours for a consultation meeting with the course professor by prior appointment via email. After confirming the date and time of the digital meeting, the course instructor will send a meeting invitation and link for the meeting on a digital platform.

Office hours

See the website of Shashi Mohan Matta