Week 1: Brands as symbols, Historical development of branding, Introduction to marketplace, Sources of brand loyalty, Differences between product and brand, Product levels, What is Brand Management as an activity
Week 2: Brand Management Challenges, Brand associations as raw material, (visual, verbal, emotional and sensory impressions) as pre-conscious and non-verbal material, Brand stimuli as colors, typefaces, slogans, Mining memory networks, eliciting hidden brand associations through projective techniques
Week 3: Creating brand iceberg, Role of id, ego, and superego, appearances of logo, slogan, ambassadors etc on the surface, value system below the surface, Brand Personality? Big Five of human personality, Five dimensions of brand personality? Can brand personality be measured? brand identity
Week 4: New branding theatre, Kapferer’s brand prism, Brand Positioning, Creating space in the mind through innovation, abstraction and unique experiences, Scope of brand repositioning exercise, From ad jingle to changing the business model,
Week 5: Critical evaluation of brand manager system, Contribution of Ad agencies, Indian experience, brand extensions? What is a zone of acceptance? Line and Category Extensions, Advantages & disadvantages of brand extensions, Forward and Reciprocal spillover
Week 6: Evaluating brand extension opportunities, Extension as response to market fragmentation, global challenges, channel dynamics and pressure to leverage existing brands, brand driver, Brand relationship spectrum. Endorsed brands and sub brands, Towards a house of brands and branded house, handling a brand portfolio,
Week 7: Pricing as lever, pricing/market share, reciprocal relationship between cost and price, 8 fundamental truths about pricing, cognitive vs affective approach to pricing, maintaining a positioning-pricing relationship, conspicuous consumption, Veblen goods, Building customer-based brand equity
Week 8: Brand equity – sources and outcomes, Reasons for high brand valuations, Brand acquisitions, Measuring brand equity, Different methods of its calculation, cost, market and income approach, Brand as a sign, Structure of signifier and signified, Brand glossary – Brand Love, Brand Audit, Brand Diary, Co-branding, Brand Gym
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