BA7011 Brand Management Syllabus Notes Question Papers 2 Marks with Answers Question Bank - MBA 3rd Semester
UNIT I INTRODUCTION
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
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
Brand image Building – Brand Loyalty programmes – Brand Promotion Methods – Role of Brand ambassadors, celebraties – On line Brand Promotions.
UNIT IV BRAND EXTENSION
Brand Adoption Practices – Different type of brand extension – Factors influencing Decision for extension – Re-branding and re-launching.
UNIT V BRAND PERFORMANCE
Measuring Brand Performance – Brand Equity Management - Global Branding strategies - Brand Audit – Brand Equity Measurement – Brand Leverage -Role of Brand Managers– Branding challenges & opportunities.
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