BSS Business School

An Introduction : Concept of Branding, Brand Management Models, Evolution of Brand Management, Brand Name, Symbol and Slogan : Choice of Names, Selection Process, Attribute Association, Characteristics of a Good Brand, Symbols and Slogans.

Brand Equity : Concept of Brand Equity, Brand asset vs. Financial value, Accounting treatment of Brands : Cost based brand valuation, Market price based brand valuation, Potential earnings based brand valuation.

Brand Awareness: Brand Associations, Brand Names, Achieving Brand Awareness: Anchor for Association, Familiarity/Liking, Substance / Commitment, Limitations of brand awareness.

Brand Loyalty: Concept of Brand Loyalty, Levels of Brand Loyalty, Brand Loyalty and Brand Equity: Measuring Brand Loyalty, Strategic Value of Brand Loyalty.

Brand Identity: Concept of Brand Identity, Identity and Image, Facets of Brand Identity, Sources of Brand Identity, Brand Potential, Brand Identity vs. Change.

Brand Personality: Concept of Brand Personality, Measuring the Brand Personality, Models of Brand Personality.

Launching New Brands: Launching a Brand vs. Launching a Product, Brand Platform, Brand Campaign, Organizing for Brand Launches.

Building Brands: Characteristics of a Strong Brand, Brand Building Imperatives, Organizing for Brand Building, Role of the Agency, The Role of Sponsorships, The Role of the Web, Brand Building and Advertisement.

Brand Architecture: Brand Product Relationship, Brand Architecture Audit, Branding Strategies, Product Autonomy vs. Affiliation.

Multi Brand Portfolio: Brand Portfolio and Market Segmentation, Multi Brand Strategies, Concept of Sub-brands.

Brand Positioning and Repositioning: Components of Positioning, Positioning Strategies, Rules and Risks of Brand Repositioning.

Brand Extension: Concept of Brand Extension, Economic Consequences of Brand Extension, Typology of Brand Extension, Issues in Brand Extension.

Brand Strategies : Consistency of Brands, Identity and Positioning Changes, Sustaining a Brand in the Long-term, Concept of Strategic Brands.

Decline, Ageing and Revitalization: Factors of decline, Ageing, Rejuvenating of Brand: Increasing Usage, New Uses, New Markets.

Global Branding: Need for Global Branding, Global Consumers, Conditions Favoring Global Brands, Building Global Brands.

Ethical Dimensions: Right Information to Customers, Information Overload, Intellectual Property Rights, False Claims, Consumer Education, Consumerism and Environment.

Case Studies: Airtel, American Express, Asian Paints, Baskin Robbins, Bmw, Cadbury, Cisco, Citibank, Coca-Cola, CRY, Disney, Ford, GE, Gillette, Hewlett-Packard, Himalaya Drug, Honda, Ibm, Intel, L’Oreal, Marlboro, Mercedes, McDonald’s, Microsoft, Nivea, Nokia, P&G, Raymond, Sony, Tanishq, Toyota and Virgin.