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Monday, October 1, 2012

BA9251 BRAND MANAGEMENT SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013

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BA9251 BRAND MANAGEMENT SYLLABUS | ANNA UNIVERSITY MBA 3RD SEM SYLLABUS REGULATION 2009 2011 2012-2013 BELOW IS THE ANNA UNIVERSITY THIRD SEMESTER MBA MASTER OF BUSINESS ADMINISTRATION DEPARTMENT SYLLABUS, TEXTBOOKS, REFERENCE BOOKS,EXAM PORTIONS,QUESTION BANK,PREVIOUS YEAR QUESTION PAPERS,MODEL QUESTION PAPERS, CLASS NOTES, IMPORTANT 2 MARKS, 8 MARKS, 16 MARKS TOPICS. IT IS APPLICABLE FOR ALL STUDENTS ADMITTED IN THE YEAR 2011 2012-2013 (ANNA UNIVERSITY CHENNAI,TRICHY,MADURAI,TIRUNELVELI,COIMBATORE), 2009 REGULATION OF ANNA UNIVERSITY CHENNAI AND STUDENTS ADMITTED IN ANNA UNIVERSITY CHENNAI DURING 2009

BA9251 BRAND MANAGEMENT LT P C
3 0 0 3
UNIT I INTRODUCTION 8
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 10
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 8
Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of
Brand ambassadors, celebraties – On line Brand Promotions..
UNIT IV BRAND EXTENSION 9
Brand Adoption Practices – Different type of brand extension – Factors influencing Decision for
extension – Re-branding and re-launching.
UNIT V BRAND PERFORMANCE 10
Measuring Brand Performance – Brand Equity Management - Global Branding strategies -
Brand Audit – Brand Equity Measurement – Brand Leverage -
Role of Brand Managers– Branding challenges & opportunities – Case Studies.
TOTAL:45 PERIODS
14
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

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