Brand Management

Course Name: 

Brand Management (MBA823)






Elective Courses

Credits (L-T-P): 

(3-0-0) 3


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.


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


School of Management

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Dr. Sheena
Head, School of Humanities, Social Sciences and Management,
National Institute of Technology Karnataka
Post: Srinivasanagar, Surathkal, Mangalore - 575025
Karnataka, India.
Hot line: +91-0824-2474000 (Extn. 4047)
              +91-0824-2474000 (Extn. 3236)
Mobile:   +918277028734

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