1. ISB&M Nande Prof.Sunny Arora
PGDM
Term III, 2011-13
PRODUCT & BRAND MANAGEMENT
COURSE OUTLINE
1. COURSE OBJECTIVE
Managers need to understand what exactly a Brand is. Branding is a term used very
frequently in Boardrooms and in Marketing divisions. How is Brand Building different
from Promotional activities like Advertising? What all goes into a Brand for it to be a
success? Where do we place Branding in our Marketing Plans?
The course tries to answer all such questions with the theories that have been recently
conceived and are followed in the Academic circles globally. This course will develop
the skillset to create a comprehensive Branding Strategy for anything that comes under
the scope of Marketing.
2. CONTENTS OF THE COURSE
1. Brand Equity Models by Aaker and Keller.
2. Brand Identity Models by Aaker and Kapferer.
3. Theory of Brand Personality.
4. Understanding the System of Brands.
5. Limits of Extension of Brands.
6. Measuring Brand Equity.
7. Concepts of doing a comprehensive Strategic Brand Analysis.
2. COMPONENTS OF EVALUATION
Presentation : 20
Project ++ : 20
Attendance ** : 10
Case Analysis : 10
End Term : 40

2. Criteria for Evaluation on performance in Presentations
Content*** : 10
Presentation Aesthetics : 3
Delivery : 3
Q&A : 2
Time Management : 2
Note: Presentation has to be delivered in a maximum time of 30 min. and every member of the
group has to participate. There would be a Q & A session after the presentation for 10 min.
** 2 Marks deducted for every lecture missed
*** Marks on content are further subdivided on the basis of
• How comprehensively are the topics covered
• Understanding and Explanation of the topic
• Examples (preferably Indian)
• Visual and aural usage
• References
++
All the students have to prepare a Strategic Brand Analysis of a company of their choice. The
Project has to be submitted in both assignment and presentation format.
Contents of the Branding Project
• Executive Summary and table of Contents
• Introduction of the Brand (Brand over the years, Market Analysis and Competitive Analysis)
• Brand Equity Initiatives
• Brand Identity of the Company
• Leveraging of the Brand
• Brand Valuation
• Future course of action
Send me both the documents zipped as a single file.
Note: All your individual submissions reaching me directly or indirectly should be named as

3. <PGDM_2011-13>_<Name>_<ISBM Roll No.> _<Topic>
All your group submissions reaching me directly or indirectly should be named as
<PGDM_2011-13_<Topic>
3. SUGGESTED READINGS
A. Books
1. Aaker, David A. ; Building Strong Brands, Pocket Books.
2. SenGupta, Subroto; Brand Positioning: Strategies for Competitive Advantage, Second
Edition.
3. Aaker David A. ; Managing Brand Equity, The Free Press.
4. Kapferer, Jean Noel; Strategic Brand Management, Kogan Page Publishing, Second
Edition.
5. Keller, Kevin Lane; Strategic Brand Management, Prentice Hall, Second Edition.
6. Aaker, David A. ; Brand Portfolio Strategy, Free Press Publishing.
7. Ries, Al and Jack Trout; Positioning: The Battle for your Mind, McGraw Hill.
B. Journals
1. Journal of Marketing
2. Journal of Consumer Research
3. Harvard Business Review
4. Journal of Advertising
5. Journal of Marketing Research

4. Strategic Brand Management
Term III(January 09 – March 10, 2012)
Session 1: Introduction to Branding – A Case Study on ‘Shimla Dairy Products’
Pre-session
Reading • Basics of Branding
Learning • Introduction to various Brand Management Strategies as a
Outcome subset of Marketing Strategies
Session 2: Branding and Positioning – A Revision
• Definitions and concepts of Branding and Positioning
Sengupta,
Pre-session • Methods of Positioning Subroto
Reading
• Problems in Positioning
• Practical Applications of Positioning
Learning
Outcome • Positioning as an integral component of Marketing Strategy
Session 3: Models of Brand Equity
• Definition of Brand Equity Aaker,
Building Strong
Pre-session • Components of Brand Equity Brands;
Reading
Pgs 1-26
• Customer Based Brand Equity
Conceptual
Aaker,
Exercises/ • Visualize the meaning of a Brand in terms of its
Managing
Application components Brand Equity;
Exercises/
Pgs 1-180
Case Study
• Application of the various Models of Brand Equity
Keller, Kevin
Learning
• Placing it in the right context when designing the Marketing Lane; Pgs
Outcome
Plan and while discussing Promotional Strategies 41-117
Session 4: Branding of Saturn

5. Aaker,
Pre-session • The Saturn Story Building Strong
Reading Brands;
Pgs 37-66
Group Work • Presentation on The Saturn Story
(In Classroom)
• Understanding a new way of Brand Management as applied
Learning
Outcome by GM for its Brand Saturn
Session 5: Concept of Brand Identity
Aaker,
• Aaker’s Model of Brand Identity Building Strong
Pre-session
Brands;
Reading • Kapferer’s Brand Identity Prism Pgs 67-136,
175-206
• Importance of Brand Identity in Strategic Brand
Learning Management Kapferer, Pgs
Outcome 90-122
• Applications of various models of Brand Identity
Session 6: Brand Equity of Maggi in India
• Information search on Brand Building initiatives of Maggi
Pre-session
Reading since its launch in India
• A Presentation on Branding Strategies of Maggi in India
explaining the Brand Equity models of Aaker’s and Keller’s
Group Work • Their Positioning and Repositioning initiatives
(In Classroom)
• The gamut of products they offer and their Branding
initiatives
• Getting Clarity on the concepts of Brand Equity through the
Learning
Outcome example of Maggi
Session 7: Brand Identity of Vodafone in India

6. • Information search on Brand Building initiatives of
Pre-session Vodafone since its acquisition of Hutch in India
Reading
• The Brand legacy that Hutch owned
• A Presentation on Branding Strategies of Vodafone in India
explaining the Brand Identity Models of Aaker’s and
Group Work Kapferer’s
(In Classroom)
• The concept of Core and Extended Identity through its
example
• Getting Clarity on the concepts of Brand Identity through
Learning
Outcome the example of Vodafone
Session 8: Literature on Brand Personality
• Concepts of Brand Personality Aaker,
Pre-session Building Strong
Reading • Brand Relationships Brands;
Pgs 137-174
• Definition of Brand Personality
• Creation of Brand Personality
Classroom
Session • Relationship Basis Model
• Brand Personality Scale
• Similarity between Brand Personality studies and Human
Learning personality studies
Outcome
• Thoughts behind development of Relationships
Session 9: Brand Personality of Pepsi and Adidas

7. Pre-session • Branding Initiatives of Pepsi and Adidas
Reading
• Presentation on Pepsi and Adidas exhibiting the
Group Work
(In Classroom) personalities of these Brands
• Understanding the importance and implication of building
personalities of Brands
Learning
Outcome • Contrasting the personalities of close competitors and
realizing the difference in strategies
Session 10: Managing the Brand
• Roles assigned to Brands in a system of Brands Aaker,
Pre-session Building Strong
Reading • Brand Relationship Spectrum Brands;
Pgs 239-268
• Relationship of various Roles of Brands in a System of
Brands
Aaker, Brand
• Impact of the Subbrands on the Parent Brand and the other
Classroom Portfolio
Session Brands in the System Strategy; Pgs
36-64
• Brand Roles assigned to various Brands in some major
organizations
• The logic behind assigning such roles
Learning
• The responsibilities and benefits for brands with such a
Outcome
system in place
Session 11: How to select Brand Names
• Types of Names used for Brands Aaker,
Pre-session Managing
Reading • Why are names kept that way Brand Equity;
Pgs 181-205
Group Work • A Presentation on Naming a Brand Ries & Trout,
(In Classroom) Pgs 71-84

8. • The rationale behind choosing a Brand Name
Learning
Outcome • The Linguistic and Psychological aspects behind the concept
Session 12: Leveraging the Brand
• What is Leveraging a Brand? Aaker,
Pre-session Building Strong
Reading • Methods by which it can be done Brands;
Pgs 269-302
• Vertical Extensions of Brands
Aaker,
Classroom • Range Brands and Ad Hoc Brands Managing
Session Brand Equity;
• Limits of Extending the Brand Pgs 206-237
• Which Brands can be extended?
Learning • How much can they be extended?
Outcome
• Under what circumstances are they extended?
Session 13: A study of P&G India
Pre-session • Information search on System of Brands of P&G India
Reading
• A Presentation on the system of Brands Procter & Gamble
Group Work
(In Classroom) follows in India and also abroad
• Various Roles, benefits and responsibilities of the all the
Learning
Outcome Brands in the P&G Portfolio

9. Session 14: Measuring Brand Equity
• How do we measure Brand Equity? Aaker,
Pre-session Building Strong
Reading Brands;
Pgs 303-338
• Measuring mechanisms devised by various organizations
Group Work
(In Classroom) • Are these measures definitive or approximations?
• Guidelines of measuring Brand Equity
Learning
Outcome • Applicability of the methods in various circumstances
Session 15: Branding of Cult Brands (Thums Up and Harley Davidson)
• Information search on Brand Building initiatives of Thums
Up pre and post-Coca Cola acquisition
Pre-session • Information search on Brand Building initiatives of Harley
Reading Davidson
• What is a Cult Brand?
• A Presentation on Brand Building initiatives of Thums Up
Group Work
(In Classroom) and Harley Davidson and their success
• How to we build Cult Brands?
Learning
Outcome • Benefits of building a Cult Brand
Session 16: Repositioning of Airtel
• Information search on Repositioning initiatives of Airtel
Pre-session Sen Gupta,
Reading • Concept of Repositioning Subroto; Pgs
• A Presentation on the concept of Repositioning initiatives
Group Work Ries & Trout,
(In Classroom) of Airtel from its launch till date Pgs 61-70
Learning • Difference of Positioning and Repositioning
Outcome
• Problems in Repositioning

10. • Need of Repositioning
Session 17: Revitalizing a Brand - Dabur
• Meaning of Revitalizing a Brand Aaker,
Pre-session Managing
Reading • Methods of Revitalizing Brand Equity;
Pgs 238-262
• A Presentation on Revitalizing the Brand Dabur
Group Work
• The structural changes Dabur brought in the organization to
(In Classroom)
Revitalize the brand
• Need for Revitalization
Learning • Situations in which Revitalization of Brand is required
Outcome
• Benefits of Revitalization
Session 18: Branding of Services (Kingfisher Airlines and The Taj Group)
• Information search on Branding initiatives of Kingfisher
Airlines
Pre-session
Reading • Information search on Branding initiatives of The Taj Group
• The products and services they offer
• A Presentation on Service Branding
• All Branding concepts have to be applied
Group Work
(In Classroom)
• Marketing differences between Services and Products have
to be highlighted
• Difference in Marketing and Branding Services
Learning
Outcome • Applicability in Branding of different kinds of services
Session 19: Branding of Organizations – The Virgin Group

11. Aaker,
• Information search on Brand Building initiatives of the
Pre-session Building Strong
Reading Virgin Group globally Brands;
Pgs 107-136
• A Presentation on the Brand Building of Virgin
• Benefits of building a Corporate Brand
Group Work
(In Classroom)
• How the Subbrands contribute to and profit from a strong
Corporate Brand?
Learning • Advantages of a strong Corporate Brand
Outcome
Session 20: Case Study of ‘The Mountain Man Brewing Company’
• Concepts of Brand Equity and Brand Identity
• Leveraging a Brand
Pre-session
Reading • Managing a Brand
• Basics of Financial Analysis
Learning • Practical implications of Extensions of a Brand
Outcome