Brand Management — DU Bachelor of Management Studies Previous Year Question Papers

DISCIPLINE SPECIFIC ELECTIVE - MARKETING (DSE-5) DSE 5: BRAND MANAGEMENT Credit distribution, Eligibility and Pre-requisites of the Course Course title & Code Credits Credit distribution of the Pre-requisite of course criteria the course Lecture Tutori Brand Management 4 3 1 0 Class XII Basics of marketing Learning Objectives To attain a comprehensive knowledge on the subject of brands, brand equity and brand management Develop understanding of design and implementation of marketing programs to build and manage brand equity. Learning Outcomes On successful completion of the course the learner will be able to: Understand the process and importance of brand management Define the main concepts and explain the purpose of branding Develop brand elements and brand associations to build brand equity. Design effective branding strategies for products/services. SYLLABUS OF DSE 5 Unit 1: Introduction to Brand Management (12 Hours) Brand –Meaning, Definition, Evolution of Brands, Functions of Brand for a consumer, Role of Brand- Advantages of a Brand, Brand Versus Product, Branding- Meaning, Creation of Brands through goods, services, people, organization, retail stores, places, on line, entertainment, ideas. Branding Challenges and Opportunities, Brand Management – Meaning & Definition. Strategic Brand Management Process – Steps in Brand Management Process. Unit 2: Developing Brand Equity (9 Hours) Customer Based Brand Equity, Brand Equity: Meaning and Sources, Steps in Building Brands, Brand building blocks-Resonance, Judgments, Feelings, performance, imagery, salience- Brand Building Implications. Positioning, Dimensions of brand identity, Brand identity prism, Brand positioning – Meaning, Point of parity & Point of difference, Positioning guidelines Brand Value: Definition, Core Brand values, Brand mantras, Internal branding. Unit 3: Developing Brand Elements (9 Hours) Choosing Brand Elements to Build Brand Equity: Criteria for choosing brand elements, options & tactics for brand elements - Brand name, Naming guidelines, Naming procedure, Awareness, Brand Associations, Logos & Symbols & their benefits, Characters & Benefits, Slogans & jingles, Packaging. Designing Marketing Programs to build Brand Equity: New perspectives on Marketing, Product Strategy, Pricing Strategy and Channel Strategy. Leveraging Secondary Brand Associations to build Brand Equity: Conceptualising the leveraging Concept, Company, Country of Origin, Channels of Distribution, Co-Branding, Licensing, Celebrity Endorsements, Sporting, Cultural and Other Events. Unit 4: Managing Brand Overtime (12 Hours)