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Branding syllabus

MKM 2127 units · 27 topicsAcademic year 2083/84
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Branding

7 units

1. Introduction (6 LHs)

  1. Concept of brand and branding
    1. Concept of brand and branding
  2. Brand versus Product
    1. Brand versus Product
  3. Importance of brands to consumers and firms
    1. Importance of brands to consumers and firms. Branding of different products. Brand hierarchy. Concept of brand management. Brand management process. Branding challenges and opportunities.

2. Customer-Based Brand Equity (7 LHs)

  1. Concept of customer-based brand equity(CBBE). Sources of brand equity
    1. Concept of customer-based brand equity(CBBE). Sources of brand equity: Brand awareness
  2. Brand image. Building a strong brand
    1. brand image. Building a strong brand: The four steps of brand building-brand identity (Salience)
  3. Brand meaning (performance, imagery)
    1. brand meaning (performance, imagery)
  4. Brand response (judgments, feelings)
    1. brand response (judgments, feelings)
  5. Brand relationships (response)
    1. brand relationships (response)

3. Establishing Brand Positioning (6 LHs)

  1. Concept of brand positioning. Brand positioning process
    1. Concept of brand positioning. Brand positioning process: Identifying target market
  2. Understanding nature of competition
    1. understanding nature of competition
  3. Establishing points-of-parity and points-of- difference associations
    1. establishing points-of-parity and points-of- difference associations. Updating positioning over time. Brand mantra.

4. Brand Marketing Programs (13 LHs)

  1. Concept of brand elements
    1. Concept of brand elements. Criteria for choosing brand elements. Options and tactics for brand elements: Brand names
    2. URLs
    3. Logos and Symbols
    4. Characters
    5. Slogans
    6. Jingles
  2. Packaging. Product Strategy
    1. Packaging. Product Strategy: Perceived quality
  3. Managing customer post-purchase. Pricing Strategy
    1. Managing customer post-purchase. Pricing Strategy: Consumer price perceptions and setting prices. Channel Strategy: Indirect channels
  4. Direct channels. Promotion Strategy
    1. direct channels. Promotion Strategy: Advertising
    2. Sales promotion
  5. Online marketing communications
    1. Online marketing communications
  6. Events and experiences
    1. Events and experiences. Public relations and publicity. Word-of-mouth. Integrated marketing communication program (IMC): Concept
  7. Criteria for IMC programs
    1. Criteria for IMC programs.

5. Leveraging Secondary Brand Associations (5 LHs)

  1. Concept of secondary brand associations. Leveraging secondary brand associations
    1. Concept of secondary brand associations. Leveraging secondary brand associations: Companies
    2. country of origin
  2. Channels of distribution
    1. channels of distribution
    2. co-branding
    3. licensing
    4. endorsements
    5. events
  3. Other third-party sources
    1. and other third-party sources.

6. Branding in the Digital Era (6 LHs)

  1. Key issues for branding in the digital era. Brand engagement
    1. Key issues for branding in the digital era. Brand engagement: Brand engagement pyramid
  2. Negative brand engagement. Digital communications
    1. negative brand engagement. Digital communications: Company websites
  3. E- mail marketing. Overview of social media paid channels
    1. E- mail marketing. Overview of social media paid channels: Facebook
    2. Twitter
    3. Instagram
    4. Pinterest
  4. Video. mobile marketing
    1. and video. Mobile marketing: Messaging services
    2. In-App advertising
  5. Proximity systems marketing
    1. proximity systems marketing. Influencer marketing and social media celebrities. Content marketing.

7. Managing Brands Over Time (5 LHs)

  1. Brand extensions
    1. Brand extensions. Merits and demerits of brand extensions. Reinforcing brands. Revitalizing brands. Adjustments to the brand portfolio.