Brand Management

Course Name: 

Brand Management (MBA823)

Programme: 

MBA

Semester: 

Fourth

Category: 

Elective Courses

Credits (L-T-P): 

(3-0-0) 3

Content: 

Introduction To Brand Management and Crafting of Brand Elements - Consumer Brand Knowledge , Product Management – Role of a Product Manager, Organizing The Brand Management System, Brand Positioning and Values – Customer Based Brand Equity Model, Brand Identity, Brand Image, -Managing Brand Architecture and Brand Portfolios - Corporate Branding and Tools for Building Brand Equity - Measurement of Brand Equity, Brand Marketing Programs –Designing Marketing Programs to Build Brand Equity, Integrating Marketing Communication to Build Brand Equity. Measuring and Interpreting Brand Performance – Capturing Customer Mindset, Capturing Market Performance, Co-Branding.

References: 

1. Kevin Lane Keller, Strategic Brand Management- Building, Measuring And Managing Brand Equity, Pearson, 2nd Edition, 2006.
2. Jean-Noel Kapferer, Strategic Brand Management, Free Press, 1st Edition, 1994.
3. SubratoSengupta, Brand Positioning, McGraw Hill, 2nd Edition, 2005

Department: 

School of Management
 

Contact us

K B Kiran, Professor and Head
School of Management, NITK, Surathkal
Srinivasanagar P.O, Mangalore - 575025
Karnataka, India.

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                   +91-0824-2474000 (Extn. 3079)
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