• Executive Summary and Table of Contents

Topics: Brand, Brand management, Branding Pages: 3 (385 words) Published: March 15, 2012
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
Criteria for Evaluation on performance in Presentations
Content*** : 10 Presentation Aesthetics : 3 Delivery : 3 Q & A...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay about Executive Summaries
  • Table Of Contents: Barilla Case Report And Executive Summary Essay
  • Essay on TABLE CONTENT
  • Table of Contents Essay
  • Table of Contents Essay
  • Essay on Table of Contents
  • Table Of ContentI Executive Summary Essay
  • Executive Summary: Contents and Characteristics Essay

Become a StudyMode Member

Sign Up - It's Free