Anna University MBA Brand Management Notes

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I want the notes/ syllabus of Brand Management of MBA 3rd Semester of Anna University so can you provide me?

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I am providing you the syllabus of Brand Management of MBA 3rd Semester of Anna University

Anna University MBA 3rd Sem Brand Management syllabus

UNIT I INTRODUCTION

Basics Understanding of Brands Definitions - Branding Concepts Functions of Brand - Significance of Brands Different Types of Brands Co branding Store brands.

UNIT II BRAND STRATEGIES

Strategic Brand Management process Building a strong brand Brand positioning Establishing Brand values Brand vision Brand Elements Branding for Global Markets Competing with foreign brands.

UNIT III BRAND COMMUNICATIONS

Brand image Building Brand Loyalty programmes Brand Promotion Methods Role of Brand ambassadors, celebraties On line Brand Promotions.

UNIT IV BRAND EXTENSION

Brand Adoption Practices Different type of brand extension Factors influencing Decision for extension Re-branding and re-launching.

UNIT V BRAND PERFORMANCE

Measuring Brand Performance Brand Equity Management - Global Branding strategies - Brand Audit Brand Equity Measurement Brand Leverage -Role of Brand Managers Branding challenges & opportunities.

TEXT BOOKS

1. Mathew, Brand Management Text & cases, MacMillan, 2008.

2. Kevin Lane Keller, Strategic Brand Management: Building, Measuring and Managing, Prentice Hall, 3rd Edition, 2007.

REFERENCES

1. Tyboust and Kotter, Kellogg on Branding, Wiley, 2008
2. Lan Batey, Asain Branding A Great way to fly, PHI, Singapore, 2002.
3. Paul Tmepoal, Branding in Asia, John Willy, 2000.
4. Ramesh Kumar, Managing Indian Brands, Vikas Publication, India, 2002.
5. Jagdeep Kapoor, Brandex, Biztranza, India, 2005

Contact-

Anna University
Kotturpuram
Chennai, Tamil Nadu