Game Theory

IIM Calcutta – PGPEX 2017-18 Session(11th Batch) – Term IV

Strategic Brand Management – Course Outline

1. Course Title: Strategic Brand Management

2. Course Coordinator: Prof. Chandradeep (CD) Mitra

3. Batch: PGPEX 11th Batch

4. Course Prerequisite: Foundation Marketing Courses

5. Course Objective:

To familiarize students with the historical evolution of brands, the changing role and meaning of brands in people's lives, the impact of brands on society, business & economy & vice versa, the key principles and practices of managing a brand or a set of brands, and also expose them to recent developments in terms of opportunities and challenges that today’s brand managers face.

Successful Brand building has become one of the most potent weapons in the war of gaining long-term sustainable competitive advantage. Strong brands have, over the years, acquired the status of the most valuable intangible asset of a company. Brand equity, though not overtly present in the balance sheet, represents potential value, which often far exceeds the total value of the tangible assets of a company. Besides, brands provide relative immunity from the inroads of competition and help create a loyal franchise for the products or the organization.

In an increasingly complex world replete with mind-boggling choices, brands act as surrogates to guide consumers’ preferences and choices. Brands help to build sustained relationships with the consumers. Brands can be leveraged to gain preferred positions with the suppliers, channel intermediaries, opinion leaders, lobbyists and other publics. Strong brands lend endurance and permanence to an organization and protects it from market turbulences and uncertainties.

Given its strategic role, Marketing students must develop a critical understanding of the processes involved in building and managing brands. This elective course would create such a learning opportunity.

6. Course Sessions: There will be 10 course sessions of 1.5 hours each.

7. Indicative Course Structure:

Lecture 1 – Introduction to Brands & Branding (Historical evolution of brands, changing meaning & context of brands, contemporary perspectives, role in human society)

Lecture 2 – Brand Management – Principles & Practices (Evolution of Brand Management within Marketing, Role & responsibilities of a Brand Manager)

Lectures 3  – Brand Identity & Positioning (Elements of Brand Identity, Brand Nomenclature, Brand Vision & Values, Brand Purpose, Brand Image, Brand Personality, Brand Positioning…)