FT8071 - BRAND MANAGEMENT (Syllabus) 2017-regulation Anna University

FT8071 - BRAND MANAGEMENT (Syllabus) 2017-regulation Anna University

FT8071	BRAND MANAGEMENT	LPTC

3003

OBJECTIVE:

• To introduce students to the concept of brand, brand building, branding strategies and legal issues in brand management

UNIT I		9

Product – definition, types; product line, product mix; new product development; estimating market and sales potential, sales forecasting

UNIT II		13

Brand – definition, evolution, importance; product vs brand; terminologies used in branding; branding – meaning, creation, challenges; brand design – understanding consumer, competition, components, brand identity - brand naming, logos, characters, slogans, tools to maintain identity, illustrations from apparel industry

UNIT III		9

Brand Building: brand insistence model; advertising – definition, objectives, modes, economic and ethics; non traditional marketing approach

UNIT IV		9

Branding strategies; brand extension, brand revitalization, brand repositioning, brand recall, brand elimination, brand imitation

UNIT V		5

Brand equity measurement systems; legal issues in brand management; global branding

TOTAL : 45 PERIODS

OUTCOME:

• The students would have knowledge on consumer behaviour, brand identity and brand equity management

TEXT BOOKS:

1. Brad Van Auken, “Branding”, Jaico Publishing House, Mumbai, India, 2010.
2. Mahim Sagar, Deepali Singh, Agrawal DP, Achintya Gupta, “Brand Management”, Ane Books India Pvt. Ltd., India, 2009.

REFERENCES:

1. Harsh V Verma, “ Brand Management”, Excel Books, New Delhi, India, 2004
2. Gordon T Kendall, “Fashion Brand Merchandising”, Fairchild Publications, New York, 2009