Risks associated with IJV

Topics: Brand, Brand management, Branding Pages: 5 (976 words) Published: November 18, 2013

Goals : Brands are the intangible assets and the companies most valuable assets. Companies’ success is measured by its market share and profitability, both of which is achieved through Brand dominance. This is possible only through great understanding of Brand Building and Brand Management. The course is set in this context.

Objectives: To help participants understand how to build strong brands, manage brand strategies over time & leverage the brand equity.

Pedagogy: The course will be taught through cases, articles, assignments besides interactive learning sessions.

Evaluation criteria: Marks out of 100.
Final Exam-50 marks
Article presentation -20 marks (10 group + 10 individual) Assignment & presentation -20 marks (10 group + 10 individual) Case Analysis-10 marks (group evaluation)

Essential Readings (Prescribed texts)
1)Building Strong Brands by David A. Aaker
2)Strategic Brand Management - Kevin Lane Keller.

Other books recommended:
1) Managing Brand equity – David A. Aaker
2) Strategic Brand Management – Jean Noel Kapferer.

SESSION DETAILS
SESSION
TOPIC

1 & 2
STRATEGIC BRAND MANAGEMENT AND MARKETING PLAN
Essential Reading
Chapter 1 of Building Strong Brands by David Aaker.
Chapter 1 of Strategic Brand Management by Kevin Lane Keller Chapter 2 of Strategic Brand Management by Kevin Lane Keller Recommended Articles:
1. What are brands good for? By Niraj Dawar, MIT Sloan Management Review, October 1, 2004, 9 pages. 2. Branding in the digital age by David Edelman, HBR, December 1, 2010, 9 pages. 3. The one thing you must get right when building a brand by Patrick Barwise, Sean Meehan, HBR, December 1, 2010, 6 pages. 3

BRAND IDENTITY & BRAND PERSONALITY
Essential Reading
Chapter 3 of Building Strong Brands by David Aaker
Chapter 4 of Building Strong Brands by David Aaker
Chapter 5 of Building Strong Brands by David Aaker
Recommended Articles
1. How focused identities can help brands navigate a changing media landscape, by Adam S Brasel, Business Horizons, May 15, 2012, 9 pages. 2. Protect your product’s look and feel from imitators, by Betsy Gelb and Partha Krishnamurthy, HBR, October 1, 2008, 4 pages. 4

BRAND POSITIONING
Essential Reading
Chapter 6 of Building Strong Brands by David Aaker
Chapter 3 of Strategic Brand Management by Kevin Lane Keller Chapter 4 of Strategic Brand Management by Kevin Lane Keller Chapter 5 of Strategic Brand Management by Kevin Lane Keller Chapter 6 of Strategic Brand Management by Kevin Lane Keller Chapter 7 of Strategic Brand Management by Kevin Lane Keller Recommended Articles

1. How to stop customers from fixating on price, by Marco Bertini & Luc Wathieu, HBR, May 1, 2010, 12 pages. 5
HBR CASE: Procter & Gamble: Marketing Capabilities
6
MARKETING MIX MODELING FOR BRANDS AND BRAND EXPERIENCE MANAGEMENT Essential Reading
Chapter 6 of Building Strong Brands by David Aaker
Chapter 3 of Strategic Brand Management by Kevin Lane Keller Chapter 4 of Strategic Brand Management by Kevin Lane Keller Chapter 5 of Strategic Brand Management by Kevin Lane Keller Chapter 6 of Strategic Brand Management by Kevin Lane Keller Chapter 7 of Strategic Brand Management by Kevin Lane Keller Recommended Articles

1. Why you aren’t buying Venezuelan chocolate by Rohit Deshpande, HBR, December 1, 2010, 8 pages. 2. Getting Brand Communities Right, by Lara Lee, HBR, April 1, 2009, 16 pages. 7
ARTICLE PRESENTATION (GROUP 1 & 2)
Topic:
Brand Experience Management (Group 1)
Using Social Media in Brand Building (Group 2)
8
BRAND HIERARCHY AND BRAND LEVERAGING
Essential Reading
Chapter 8 of Building Strong Brands by David Aaker
Chapter 11 of Strategic Brand Management by Kevin Lane Keller Chapter 9 of Building Strong Brands by David Aaker
Chapter 12 of Strategic Brand Management by Kevin Lane Keller Recommended Articles
1. Strategies to reduce product proliferation, by Barry...
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