Strategic Brand Management

Course Objectives

• Understand the core concepts and frameworks of strategic brand management.
• Analyze brand equity models and apply them to assess brand value.
• Develop strategic approaches to brand positioning and brand architecture.
• Evaluate the impact of digital transformation on brand management.
• Apply analytical tools to measure and manage brand performance.

Course Outcomes (CO)

CO No.	Course Outcome	PO Mapping
CO1	Demonstrate an understanding of brand management principles and their application to business problems.	PO1, PO2, PO4
CO2	Analyze and measure brand equity using strategic frameworks.	PO2, PO3
CO3	Design and implement effective brand positioning strategies.	PO1, PO5
CO4	Evaluate the role of technology in brand communication and customer engagement.	PO4, PO6
CO5	Apply quantitative methods to assess brand performance and develop improvement strategies.	PO2, PO7

 

Strategic Brand Management- Syllabus T30

Session No.	Topics
1	Introduction to Brand Management
2	Brand Equity and Measurement Models
3	Brand Positioning and Repositioning Strategies
4	Brand Identity and Personality Development
5	Managing Brand Architecture and Brand Portfolio
6	Brand Extension and Dilution Risks
7	Global Branding Strategies and Cross-Cultural Challenges
8	Brand Communication and Storytelling Techniques
9	Corporate Branding vs. Product Branding
10	Brand Performance Metrics and KPIs
11	Brand Loyalty and Advocacy Programs
12	Co-Branding and Strategic Alliances
13	Brand Crises and Reputation Management
14	Brand Valuation Methods and Financial Impact
15	Digital Branding and Online Reputation Management
16	Personal Branding for Leaders and Professionals
17	Role of CSR in Brand Building
18	Managing Brand Communities and Engagement
19	Emerging Trends in Brand Management (AI, AR/VR)
20	Future of Branding in a Digital-First Economy

 

References:

• “Strategic Brand Management” – Kevin Lane Keller
• “Building Strong Brands” – David Aaker
• “Brand Leadership” – David Aaker & Erich Joachimsthaler