Risks associated with IJV

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