Brand Management

Course Code: MKT 422

Credit Hour: 3

Course Group: Specialization Course: Marketing

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Fundamental Concepts of Marketing, Brand and Brand Management: Marketing – Value – Satisfaction – Exchange - Marketing Mix - What is Brand -Marketing Process - Bottom line of Branding -Product etc.

Brand and Brand Management: Can anything be branded - Branding Challenges and Opportunities - Brand Equity Concept - Strategic Brand Management Process.

Customer Based brand Equity: Brand knowledge - Sources of Brand Equity - Strong Brand - Brand Building Implications.

Brand Positioning and Values: Identifying and Establishing Brand Positioning - Positioning Guidelines - Defining and Establishing Brand Values.

Brand Elements to Build Brand Equity: Criteria for Choosing Brand Elements - Options & Tactics for Brand Elements.

Designing Marketing Programs to build Brand Equity: New Perspective on Marketing, Product Strategy - Pricing Strategy - Channel Strategy.

IMC to Build Brand Equity: Information Processing Model of Communication - Overview of Marketing Options - Developing IMC Program.

Leveraging Secondary Brand Knowledge to Build Brand Equity: Conceptualizing the Leveraging Process – Company - Co-branding, -Licensing and Celebrity Endorsement.

Developing a Brand Equity Measurement and Management System: The Brand value Chain - Establishing a Brand Equity Management System.

Measuring Sources of Brand Equity - Capturing Customer Mindset: Qualitative Research Techniques, Quantitative Research Techniques.

Designing and Implementing Branding Strategies: The Brand Product Mix, Brand Hierarchy - Designing a Brand Strategy.

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Books Recommended:

Jean-Noel Kapferer, The New Strategic Brand Management, 1st Edition, 2004, Kogan Page Limited, USA.

Scott m. Davis, Brand Asset Management, 1 st Edition, 2000 Jossey Inc, San Francisco, USA.

Kevin Lane Keller, Measuring, and Managing Brand Equity, , Latest Edition, Prentice Hall, USA.