MM2206

Brand Management
Year / Semester: 
4th Semester
Objective: 

This paper aims to acquaint the students with the intricacies of creation, development and maintenance of strong brands as strategic competitive advantage.

Credits: 
6

Competition and Brand , Concept of a Brand, Brands and Consumers, Brand Equity, Brand Inside and Outside, Brand Extensions, Brand and the Firm

Suggested Readings: 

1. Kevin Lane Keller, “Strategic brand Management”, Person Education, New Delhi, 2003.
2. Lan Batey Asian Branding – “A great way to fly”, Prentice Hall of India, Singapore 2002.
3. Jean Noel, Kapferer, “Strategic brand Management”, The Free Press, New York, 1992.
4. Paul Tmeporal, Branding in Asia, John Wiley & sons (P) Ltd., New York, 2000.
5. S.Ramesh Kumar, “Managing Indian Brands”, Vikas publishing House (P) Ltd., New Delhi, 2002.
6. Jagdeep Kapoor, Brandex, Biztantra, New Delhi, 2005