Course Outline BRAND

POST GRADUATE PROGRAMME IN MANAGEMENT
AY 2021-22 TERM: VI
TITLE OF THE COURSE: BRAND MANAGEMENT

CREDITS: 04 NO. OF SECTIONS:
Name of the Faculty Faculty Block/ Email Telephone Number

Room No.
Prof. Ashish Sadh A-205 [email protected] 0731-2439528
CONSULTATION TIME FOR STUDENTS

Name of the Faculty Timing
Prof. Ashish Sadh By Appointment Only
COURSE DESCRIPTION
Strong Brands are very critical for an organization. Brands are considered to be the key
intangible asset that an organization possesses. Research findings suggest that the profitability in
a business is directly linked with an organization’s ability to differentiate its products and to build
strong brands. One of the most important skills that a marketing manager must possess today is
his ability to build, manage and enhance the brand equity. Given the proliferation in products
and brands in last few years the job of a brand manager gets more and more challenging. For an
emerging market like India wherein more and more MNCs enter into the market and the market
becomes more competitive, brands become one of the key sources of a Sustainable Competitive
Advantage.
Brand Management is no more restricted to Fast Moving Consumer Goods. In order to stay
competitive new sectors such as Industrial Goods Companies, Media, Software, Banks, Insurance,
Telecommunication, Retail and other service industries also need to formulate the brand
management strategies.
COURSE OBJECTIVES
 To help the participants understand the significance of strong Brands for an organization
 To sensitize the participants with the key decision areas in Brand Management
 To introduce the participants with the Brand Management System
 To provide an understanding of Customer Based Brand Equity
 To help the participants identify different approaches to measure Brand Equity
 To help the participants understand Brand Extension opportunities and challenges
PEDAGOGY/TEACHING METHOD:
There will be 20 sessions of 75 minutes each, consisting of conceptual discussions, cases,

assignments (presentations). The guidelines for group assignment will be provided separately. All
participants are expected to come prepared and reflect on the cases and readings (book chapters
included) in the classroom sessions.
Suggested Text:
Keller; Kevin Lane (4e), Strategic Brand Management, Pearson: Global edition, 2013.
PRE-REQUISITE FOR COURSE, IF ANY:
IF DOUBLE SECTION, ATTENDANCE IN SISTER SECTION: NOT ALLOWED

EVALUATION
Individual Component Group Component Weightage

End Term Exam 35
Mid Term Exam 20
CP 15
Case Analysis 10
Assignments 20
Total 100%
ACADEMIC DISHONESTY
IIM Indore believes in Academic honesty. Academic dishonesty or misconduct is cheating that
relates to an academic activity. It is a violation of trust between the Institute and its
stakeholders. Plagiarism, fabrication, deception, cheating and sabotage are examples of
unacceptable academic conduct. Please consult the Programme manual for the section on
academic dishonesty.
SCHEDULE OF SESSIONS
MODULE I: Introduction
Module Objective: To help the participants understand what is a brand and why it is important
for a business organization.
SESSIONS AND OBJECTIVE
Session 1: Understanding Brands and Brand Management

Objective: To help the participants understand the significance of building brands.
Readings: Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand
management: Building, measuring, and managing brand equity. Pearson
Education India.
# Chapter 1: Brands and Brand Management.
# Chapter 5: Designing Marketing Programs to Build Brand Equity.
Case: Deighton; John, (2003, December 5), Snapple, Harvard Business School. 9-599-
126
Session 2-3 Understanding Brands and Brand Management
Objective: Understanding Brand Management System and key decisions in brand
management
Reading: Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand
Education India.
# Chapter 1: Brands and Brand Management.
# Chapter 2 : Customer-Based Brand Equity.
Case: MacDonald; Alice, (1990), Procter & Gamble Company (A), Harvard Business
School, 9-584-047.
Special Reading: Holt; Doughlas B., (2003, March 11), ‘Brands and
Branding’, Harvard Business School. 9-503-045
Session 4: Building Strong Brands
Objective: To study the characteristics of Strong Brands & Identifying the Challenges for
Brand Managers
Education India.
# Chapter 2: Customer-Based Brand Equity.
# Chapter 3: Brand Positioning.
Case: Brand Audit - Group Exercise (Guidelines would be provided separately)

Special Reading: Keller; Kevin Lane, (2007), The Brand Report Card, Harvard
Business School Publishing Corporation, R00104
Module II: Understanding and Measuring Brand Equity
Module Objective: To introduce the participants with the concept of Customer Based Brand
Equity and different approaches for measuring the same.
SESSIONS AND OBJECTIVE
Sessions 5,6: Measuring Brand Equity

Objective: To introduce the participants with some of the prevalent practices of customer
based brand equity measurement.
Education India.
# Chapter 8: Developing a Brand Equity Measurement and Management System.
# Chapter 9: Measuring Sources of Brand Equity: Capturing Customer Mind- Set.
Special Reading: Brand Asset Valuator, Young & Rubicam Group
Module III: Managing Current/Existing Brands

Objective: To help the participants understand what are the key decisions area in Managing
Existing brands.
Sessions 7-8: Managing Brands Over Time
Objective: To understand the relationship between, Brand Identity, Brand Image and
Brand Positioning.
Reading: Aaker; David, Brand Identity System Chapter 3, Building Strong Brands.
Case: 1. Deighton, J., & McWilliams, G., (2000, June), Alloy.com, HBS, 500048,
(Session 7).
2. Hiller, T., B., & Quelch, J., A., (1989, November), Reebok International
Ltd, Harvard Business School. 9-589-027 (Session 8).
Session 9-10: Managing Brands Over Time
Objective: To help the participants understand how to manage brand over product life
cycle stages.
Education India.
# Chapter 13: Managing Brands Over Time
Special Reading:
1. (Case): Deighton; John, (2008, March 25), Dove: Evolution of a Brand,
Harvard Business School. 9-508-047 (Session 9)
2. Keller, Kevin Lane, (1999, Spring) Managing Brands for the Long Run,
California Management Review, Col. 41, No. 3, pp. 102-124. (Session
10)
Case: Dolan; Robert J., (1995, May 8), Eastman Kodak Company: Fun time Film,
Harvard Business School. 9-594-111 (Session9)
Session 11-12: Managing Multibrand Portfolio

Objective: To help the participants understand how to manage Multibrand Portfolio.
Reading: 1. Keller, K. L., Parameswaran, M. G., & Jacob, I. (2011). Strategic brand
management: Building, measuring, and managing brand equity.
Pearson Education India.
# Chapter 4: Choosing Brand Elements to Build Brand Equity.
# Chapter 11: Designing and Implementing Branding Strategies
2. Aaker; David A., Joachimsthaler; Erich, (2000, Summer), The Brand

Relationship Spectrum: the Key to the Brand Architecture
Challenge, California Management Review, Vol. 42, No. 4, pp. 8-23.
Case:
1. Fournier; Susan, (1996, August 30), Land Rover North America, Inc.,
Harvard Business School. 9-596-036 (Session 11)
2. Kosnik; Thomas J., (1999, January 8), Microsoft Corporation: The
Introduction of Microsoft Works, Harvard Business School. 9-588-028
(Session12)
Session 13: Brand Extension Decision

Objective: To understand "Brand Extension" as a strategic decision and to identify the
opportunities for the same.
Reading: Aaker; David, (1990, Summer), Brand Extensions: The Good, the Bad and the
Ugly, Sloan Management Review, 31, 4, pp. 47-56. Group Exercise
(Assignment)
Session14-15: Managing Brand Extension
Objective: To understand "Brand Extension" as a strategic decision and to identify the
opportunities for the same.
Case: Moon; Youngme, (2005, October 12), Inside Intel Inside, Harvard Business
School. 9-502-083
Module IV: Managing New Brands
Module Objective: To help the participants understand critical decision areas in introducing new
brands.
Session 16: Managing Internet Brands

Case: Case: Hollowell; Roger, and Reavis; Cate, (2002, January 7),
Monster.com: Success Beyond the Bubble, Harvard Business School. 9-
802-024
Special Reading: Edelman; David C., (2010), Branding in the Digital

Age, Harvard Business School Publishing Corporation. R1012C
Session 17: Managing Brand Transition

Objective: To sensitize the participants with challenges in managing brand name
changes.
Case: Bates, Cynthia, (1992, October 6), The Black & Decker Corporation
Household Products Group- Brand Transition, Harvard Business School.
9-588-015
Session 18: Building and Managing Global Brands

Objective: To help the participants understand about how to take brands to the
global market as strategy to manage brands over time
Case: Quelch; John A., (1997, April 16), British Airways, Harvard Business
School. 9-585-014
Special Reading: Holt; Douglas B., Quelch; Johan a., and Taylor; Earl
L., (2004, September), How global Brands Compete, Harvard Business
Review. R0409D
Session19&20: Guest Lecture

Objective: Brand Management: Industry Perspective Guest Lecture
Additional Readings:
1.
2.
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POST GRADUATE PROGRAMME IN MANAGEMENT

TITLE OF THE COURSE: BRAND MANAGEMENT

Name of the Faculty Faculty Block/ Email Telephone Number

CONSULTATION TIME FOR STUDENTS

There will be 20 sessions of 75 minutes each, consisting of conceptual discussions, cases,

PRE-REQUISITE FOR COURSE, IF ANY:

IF DOUBLE SECTION, ATTENDANCE IN SISTER SECTION: NOT ALLOWED

Individual Component Group Component Weightage

SESSIONS AND OBJECTIVE

Session 1: Understanding Brands and Brand Management

Case: Brand Audit - Group Exercise (Guidelines would be provided separately)

Module II: Understanding and Measuring Brand Equity

SESSIONS AND OBJECTIVE

Sessions 5,6: Measuring Brand Equity

Module III: Managing Current/Existing Brands

Session 11-12: Managing Multibrand Portfolio

2. Aaker; David A., Joachimsthaler; Erich, (2000, Summer), The Brand

Session 13: Brand Extension Decision

Session 16: Managing Internet Brands

Special Reading: Edelman; David C., (2010), Branding in the Digital

Session 17: Managing Brand Transition

Session 18: Building and Managing Global Brands

Session19&20: Guest Lecture

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