Lahore University of Management Sciences

MKTG 392– Brand Management

Fall 2022
Instructor Moeen Naseer Butt
Room No. 3-0019, 3rd Floor, SDSB
Office Hours Tuesdays & Thursdays (1.30 pm to 3.30 pm)
Email [email protected]
Telephone 042-35608429
Secretary/TA Wajahat Qureshi
TA Office Hours
Course URL (if any)

Course Basics
Credit Hours 3
Lecture(s) Nbr of Lec(s) Per Week 2 Duration 1 hour 15 minutes each
Recitation/Lab (per week) Nbr of Lec(s) Per Week N/A Duration N/A
Tutorial (per week) Nbr of Lec(s) Per Week N/A Duration N/A

Course Distribution
Core
Elective Yes
Open for Student Category Seniors, Juniors, Sophomores
Close for Student Category All freshmen

Course Description

AMA (American Marketing Association) defines a brand as a name, term, sign, symbol, design, or a combination of them, intended to identify the
goods and services of one seller or group of sellers and to differentiate those of the competition. However, scholars and practitioners agree that
a brand is much more than that. Brand is a promise to the customer, brand is an overall experience to the customer, and brand comprises all
touch points with the customer.
As products, pricing and distribution increasingly become commodities, the new competitive arena is ’Brand Equity’, which creates long-term
profitable brand relationships. Building brand equity involves managing brands within the context of other brands, as well as managing brands
over multiple categories, over time, and across multiple market segments.
This course examines how to build brand equity, how to measure brand equity, how to formulate brand strategy, and other important brand
topics, including branding in the digital age.

Course Prerequisite(s)

• Principles of Marketing (MKTG201)

Course Objectives

The course is designed to introduce students to basic concepts of branding and to enable them to see through inter-linkages
among these concepts. In addition, it aims to develop them as independent readers of the discipline so that they can brand in
their own unique way. For this reason, the course will not only use the textbook but will also introduce students to the sources
of upcoming marketing thoughts so that they can independently keep themselves up to date in the future (if they wish).
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Course Learning Outcomes (CLO)

Successful completion of the course means students will be able to:

1 Define and understand the concept of ‘Branding’. \

2 Demonstrate a fundamental understanding of ‘Brand Equity’.

3 Learn how to create a positive Brand Image in the minds of consumers.
4 Detail how to build ‘Brand Equity’.
5 Discuss Brand Metrics and explain different methods of measuring ‘Brand Equity’.
6 Describe how to sustain and grow ‘Brand Equity’.
7 Provide insight about managing a Brand over a period of time.
8 Launch a new Brand or Reposition an existing Brand.

Undergraduate Program Learning Goals & Objectives

General Learning Goals & Objectives
Goal 1 –Effective Written and Oral Communication
Objective: Students will demonstrate effective writing and oral communication skills
Goal 2 –Ethical Understanding and Reasoning
Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context.
Goal 3 – Analytical Thinking and Problem Solving Skills
Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions.
Goal 4 – Application of Information Technology
Objective: Students will demonstrate that they are able to use current technologies in business and management context.
Goal 5 – Teamwork in Diverse and Multicultural Environments
Objective: Students will demonstrate that they are able to work effectively in diverse environments.
Goal 6 – Understanding Organizational Ecosystems
Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal,
Technological, and Social environment of organizations.

Major Specific Learning Goals & Objectives

Goal 7 (a) – Discipline Specific Knowledge and Understanding
Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to
real world situations (Including subject knowledge).
Goal 7 (b) – Understanding the “science” behind the decision-making process (for MGS Majors)
Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support
tools, interpret results and make meaningful recommendations to support the decision-maker

Indicate below how the course learning objectives specifically relate to any program learning goals and objectives.

Program Learning Goals and Objectives Course Learning Objectives Course Assessment Item

Goal 1 –Effective Written and Oral Oral: Students are supposed to actively Class Participation and Brand Project
Communication participate in the class and deliver
professional oral presentations.
Written: Students submit one report and one
presentation (with comments) that involve a
substantial level of writing
Goal 2 –Ethical Understanding and Reasoning N/A Quizzes and Exams
Goal 3 – Analytical Thinking and Problem Students polish these skills by (i) conducting a Brand Project
Solving Skills brand project and (ii) designing solution
experiments in their project
Goal 4 – Application of Information
N/A
Technology
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Goal 5 – Teamwork in Diverse and The course lays strong emphasis on teamwork Brand Project
Multicultural Environments by getting them involved in two different
projects
Goal 6 – Understanding Organizational N/A Quizzes, Exams
Ecosystems
Goal 7 (a) – Discipline Specific Knowledge and Exhaustive coverage of important marketing Class participation, Brand Project, Quizzes,
Understanding topics Exams
Goal 7 (b) – Understanding the “science” This course takes a ‘scientific’ approach to Class participation, Brand Project, Quizzes,
behind the decision-making process branding by describing how we can structure and Exams
our management of brands and make them
more efficient.

Grading Breakup and Policy

Brand Project Presentation (Team Based): 20

Brand Concept and Brand Elements Presentation (Team Based): 10
Quiz(s): 20
Class Participation: 10
Attendance: 5
Final Examination: 35

Examination Detail

Yes/No: No
Combined/Separate: N/A
Midterm
Duration: N/A
Exam
Preferred Date: N/A
Exam Specifications: N/A

Yes/No: Yes
Combined/Separate: N/A
Final Exam
Duration: 90-120 minutes
Exam Specifications: Objective + Subjective

Teaching Methodology

The course utilizes a mixture of interactive lectures, case discussions, brand discussions, and project-related team activities. For brand project and
brand elements presentations, students will form teams of five to six members. Students will be provided prior information regarding the
topics/cases/readings to be discussed in the next session so that they come prepared.

Course Project

I suggest three Brand Project options. Student teams may select any one of these options.
1) Measuring Brand Equity of an Existing Brand
2) Repositioning an Existing Brand
3) Launching a New Brand

The detailed Brand Project format and guidelines will be provided later.
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Course Overview
Recommended CLO
Week# Topics Objectives
Readings/Cases
Part-1 (Introduction) Chapter-1 (Text) Defining and understanding the 1
• What are Brands? concept and power of ‘Brand’.
• Introduction to Brand Management
1
• Pros and Cons of Branding
• Ethical Branding

Part-2 (Establishing Brand Positioning) Chapter-1 & 2 (Text) Giving a fundamental understanding of 2
2 • What is Brand Equity? Case Discussion ‘Brand Equity’.

Part-2 (Establishing Brand Positioning) Chapter-3 (Text) Creating a positive Brand Image in the 3
• Brand Positioning Reading minds of consumers.
3
Quiz-1

Part-3 (Building Brand Equity) Chapter-4 (Text) Detailing how to build ‘Brand Equity’ by 4
• By Choosing Brand Elements Assignment: Choose a Brand and choosing brand elements like name,
4
discuss its Brand Elements sign, symbol, slogan, etc.

Part-3 (Building Brand Equity) Chapter-5 (Text) Detailing how to build ‘Brand Equity’ by 4
• By Designing Marketing Program Case Discussion designing product, price, and place
5 strategies.
(Product, Price, Place)

Part-3 (Building Brand Equity) Chapter-6 & 11 (Text) Detailing how to build ‘Brand Equity’ by 4
• By Designing Marketing Program Reading designing promotion mix strategy.
6 Quiz-2
(Integrated Marketing Communication)

Part-3 (Building Brand Equity) Chapter-7 (Text) Detailing how to build ‘Brand Equity’ 4, 8
• By Leveraging Secondary Brand Concept and Brand through secondary associations like
7 Associations Elements Presentation celebrities and by adopting cause-
• By Cause-Related Marketing related marketing strategy.

Part-4 (Measuring Brand Equity) Chapter-8 (Text) Explaining different methods of 5

• The Brand Value Chain Case Discussion measuring ‘Brand Equity’.
8 • Brand Tracking Studies
• Brand Equity Management System

Part-4 (Measuring Brand Equity) Chapter-9 & 10 (Text) Explaining different methods of 5
• By Brand Knowledge Reading measuring ‘Brand Equity’.
• By Brand Image Quiz-3
• By CBBE Pyramid
• By Self Reports
9 • By Blind Tests
• By Dollar Metric Method
• By Expert Opinion
• By Net Promoter Score (NPS)
• By Brand Valuation
• By Brand Health

Part-5 (Growing and Sustaining Brand Equity) Chapter-11 (Text) Describing how to sustain and grow 6
• Brand Architecture Case Discussion ‘Brand Equity’.
10
• Brand Hierarchy
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Part-5 (Growing and Sustaining Brand Equity) Chapter-12 (Text) Describing how to sustain and grow 6
• Introducing and Managing Brand Reading ‘Brand Equity’.
11 Quiz-4
Extensions

Part-5 (Growing and Sustaining Brand Equity) Chapter-13 (Text) Providing insight about managing a 7
• Brand Reinforcement Case Discussion brand over a period of time.

12 • Brand Revitalization
• Brand Crisis
• Retiring a Brand

Part-5 (Growing and Sustaining Brand Equity) Chapter-14 (Text) Providing insight about managing a 7
• Global Branding Reading brand over a period of time.
13 • Future of Branding
• Brand Audit

➢ Brand Project Presentations Measuring Brand Equity of an Existing 8

14 Brand/Repositioning an Existing Brand/
Launching a New Brand

➢ Final Exam

Textbook(s)/Supplementary Readings

Text
• Strategic Brand Management, Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob, 4th Edition, Pearson

Readings (tentative)
• Branding in the Digital Age
• Shopper Bots and Branding, Marketing News Weekly
• The Power of Brand as Verb
• Brand Tourism, Slivia Bellezza and Anat Keinan
• What Becomes an Icon Most?
• The Brand Report Card

Case Discussions (tentative)

• Failure of New Coke
• Dentonic Toothpaste
• The Black & Decker Corporation: Power Tools Division (A)
• Launching the BMW Z3 Roadster