D

E P T

O F

A N A G E M E N T

C I E N C E S

BAHRIA UNIVERSITY ISLAMABAD

FALL SEMESTER 2014
BBA-VIC
BRAND MANAGEMENT: MKT485
C

O U R S E

Instructor:

E V E L

UNDERGRA
HOURS: 48
HOURS: 3

O N T A C T
CREDIT
SECTION
R E R E Q U I S I T E M

D U A T E

KT 210

Shahid M. Haq
haq.shahid@gmail.com
Room 401(above the library), New Block
Phone 9260002-10/Ext 257
Contact Hours: Tuesday
1:30-2:30 p.m.
Wednesday 10:30-11:30 a.m.
Thursday 10:30-11:30 a.m.

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TABLE OF CONTENTS

1. INTRODUCTION
2. COURSE DESCRIPTION
3. COURSE OBJECTIVE
4. COURSE OUTCOMES
5. CORE ABILITIES
6. TEACHING METHODS
7. ASSESSMENT DETAILS
8. STUDENT RESPONSIBILITY
9. RECOMMENDED TEXTS
10. WEEKLY PROGRAM

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1. INTRODUCTION

Department of Management Sciences,

September 01, 2014

Bahria University,
Islamabad.

Dear Student,
Welcome to the course on Brand Management. This course runs for a single semester and
consists of Lectures, Presentations, Case Studies and a Project.
It is expected that topics and cases to be discussed in the class will already be read by you before
coming to class so that any clarifications you need can be given. Please be aware that course
assessment activities draw heavily upon the lecture and in class activities, cases, assignments and
quizzes. Therefore it is very important that you attend classes regularly and keep up with the
program. If you fall behind you may have difficulty catching up. Everything taught, discussed,
done and assigned in the class is IN THE COURSE!
This Course Outline contains a comprehensive briefing on key aspects of the course. Please, read
it carefully and raise any queries you may have at the beginning of week 2.
I would like to remind you that all of you start this course with a potential of scoring 100 marks.
How many of these marks you retain at the end of the course is up to you.
I wish you success with this course. Happy Learning !!
Kind Regards
Shahid M. Haq

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2. COURSE DESCRIPTION
Brand Management is an elective course in marketing and is designed for students who are looking
for an in-depth understanding of the development and management of brands. It traces and
highlights the intricacies involved in balancing both product and brand management objectives. It
further illustrates the relationship by focusing on new product/brand development. Students will be
introduced to the meanings of new products/brands, why some new products/brands fail and others
succeed, and the problems faced by marketers during the various stages of the new product/brand
development process. The modern concepts and theories on branding; the naming of new products,
brand awareness, brand personality, brand loyalty, and strategies to build brand equity is included in
the course.

3. COURSE OBJECTIVES
This course is designed for students who are looking for an in-depth understanding of the
development and management of brands. It will focus on providing students with the knowledge
and skill needed to develop brands and a branding strategy. It will explain what brands are, how
and why they are created, and the advantages they represent for the company and the consumer.
The course aims to provide an understanding of the concepts and theories on branding, such as the
naming of new products, brand awareness, brand personality, brand loyalty, and how to build brand
equity. Students will learn how to leverage the marketing mix to build a strong brand platform
with a strong customer focus, analytical orientation and interactive approach. Students will be
able to analyze why some new products/brands fail and others succeed, and the problems faced by
marketers during the various stages of the new product/brand development process.

4. COURSE OUTCOMES
After completion of this course students would be able to:
Understand branding as a concept and get ready for the advanced topics.
Demonstrate an understanding of the branding process.
Familiarize themselves with building brand equity with the help of the case studies.
Understand how to communicate a positioning strategy.
Start designing visual language elements of the brand identity.
Demonstrate ability for managing brands over time.
Demonstrate an understanding of the role of brands, the concept of brand equity and the
advantages of creating strong brands
Illustrate an understanding of the brand development/brand management process by
review and analysis of case studies and class discussion
Analyze pros and cons of alternative branding strategies and how to devise brand
hierarchies and brand portfolios
Develop marketing programs to build brand personality, enhance brand equity and spread
brand loyalty
Evaluate the importance of brand identity elements, their appeal for the target segment
and role in building the brand
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Devise marketing programs to build brands through primary and secondary brand
associations.
Differentiate in building brands for the consumer and business markets
See the importance of a company- wide Brand Manual

5. CORE ABILITITIES EXPECTED OF THE STUDENTS:

1. Willingness to learn, work diligently and demonstrate the knowledge acquired.
2. Ability to think creatively and analytically.
3. Effective written and oral communication skills.
4. Ability to interact and work efficiently and effectively in groups.
5. Preparedness for classes, quizzes, assignments, project etc.
6. TEACHING METHODS:
The course is delivered by in-class lectures and discussions, readings, case studies, discussion
and analysis of industry magazines, other publications and student presentations. Projects and
Guest Lectures will add to the learning.
7. ASSESSMENT DETAILS
1. Quizzes
15
2. Assignments
10
3. Project
10
4. Mid Term Exam
25
5. Final Exam
40
Class Participation, Preparation and Review of Text, Attendance, Discipline, Individual
Participation in Class Activities, and Timely Submission of all Assignments, Appearance in
Quizzes will all be essential for doing well. Students are required to complete the prescribed
program of all assignments, quizzes, presentations and project to the satisfaction of the class
instructor. Assignments not submitted by the deadline will normally be regarded as a failed
assessment, in the same way that absence from an examination entails failure.
Quizzes:
Announced or unannounced quizzes will be given to evaluate the students comprehension and
learning of the material and topics previously discussed.
Assignments:
Assignments will be given to check the students understanding of the theory, implementation and
application of the subject being studied.
Journal- Brand Experience/Brand Evaluation (START TODAY !!)
Keep a lose sheet folder wherein you will note at least once every week something new, good or bad,
about any new or existing brand being promoted. It should be current and have your brand evaluation, in

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terms of elements, media, messages, associations or expectations vs. experience etc. This journal will be
your personal Brand Evaluation Journal and will be graded on your awareness, interest and analytical
evaluation for branding programs being executed in the market.
The journal should remain current and updated and will be required to be submitted at the request of the
instructor.

PROJECT:
As the projects will be done and evaluated in a manner to add to the learning, students are
encouraged to contact organizations and interact with them for understanding, evaluating and
suggesting improvements to their existing branding practices.
Projects will be done in groups of four or five members with one as the leader. This list must be
finalized by beginning of week 2. It is better to joining a diverse group outside side your
comfort zone as it will give you and insight into the working of the real world.
Details of the Group Assignments will be announced to the class when the course commences. It is
also your responsibility to report any free-rider in your group before the submission of Group
assignments. Project Reports will need to be submitted in three parts:
1. Proposal
2. Partial submission before Mid Terms
3. Final submission three weeks before finals.
All submissions will be graded independently so do not keep all the good work for the end of
semester. Do it early !!
8. STUDENTS RESPONSIBILITIES
To be a successful Product or Brand Manager, you must first learn how to manage yourself.
Students must be able to responsibly manage their own time, discipline, and other resources
preparation before lessons is mandatory; punctuality in attendance and submission of
assignments will be essential for doing well.
It takes more than rote learning to do well in Brand Management. Students are expected to
embrace creative thinking, think out of the box for original ideas, leverage on group dynamics,
and research for alternative ways to build a better brand.
Students are expected to be decently dressed and come to the class with their text books (it
helps in making notes and noting the items covered) copies and pens. Borrowing items during
surprise quizzes will not be allowed. Open book quizzes will be given and no book sharing
would be allowed.
Contact Mechanism:
In the first class please give your email IDs to the CR so he/she can create an e-group and email to me.
This will be my means of communication with the class.

Attendance:
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Attendance is to be taken within 5 minutes of the commencement of the class. Do not be late.
Attendance will be marked in each class for each hour of the class and maintaining a MINIMUM
of 80% is mandatory for taking the exams. Attendance/Absences noted in each class is updated
on the online system in class and these cannot be reversed later. So it is very important to be
punctual.
Plagiarism:
Plagiarism is immoral, illegal and unacceptable. It is defined as copying or paraphrasing
anothers work, whether intentionally or through failure to take proper care, and presenting it as
ones own, whether of another student or published authority. Necessary software is now
available to detect the practice. Students indulging in plagiarism shall be subject to penalties,
lower or zero grades and report to the higher authorities.
9. RECOMMENDED TEXT BOOK:
-Strategic Brand Management Building, Measuring and Managing Brand Equity, 3rd
Edition; Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob; Pearson Prentice Hall, 2011
Edition
Recommended additional readings:
-The 22 Immutable Laws of Branding by Al Ries and Laura Ries
- Brand and Branding by Rita Clifton, John Simmons and others published by The Economist
- Brand Failures
- Articles, Cases, Readings as given on the class
10. WEEKLY PROGRAM
Week one:
Chapt. 1: Brands and Brand Management: What and Why of Branding, Challenges and
Opportunities
Week Two:
Chap. 2: Customer Based Brand Equity; Sources and Building Blocks
Week Three:
Chap. 3: Brand Positioning; Concepts and Guidelines for Establishing Brands
Week Four:
Review case/ article Brands competition

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Week Five:
Chap. 4: Choosing Brand Elements to Build Brand; Criteria, Options and Tactics
Week Six:
Chap. 5&6: Marketing Programs and Integrated Marketing Communication to Build Brands;
Media, Options
Week Seven:
Chap. 7: Leveraging Secondary Brand Associations to Build Brand Equity
Week Eight:
Review of the material covered
Week Nine: Mid Terms
Week Ten
Mid term Review
Chap. 9&10: Measuring Sources and Outcomes of Brand Equity
Week Eleven:
Best Practices in Branding Rita Clifton and John Simmons (The Economist)
Case/Article/Guest
Week Twelve:
Chap. 11: Designing Branding Strategies; Architecture, Hierarchy, Strategy
Week Thirteen:
Chap. 12: Introducing and Naming New Products and Brand Extensions
Week Fourteen:
Final Presentations on Projects
Week Fifteen:
Chap. 13: Managing Brands over Time
Case/Article/Guest
Week Sixteen:
Chap. 14: Managing Brands Geographic Boundaries and Market Segments
The 22 Immutable Laws of Branding; Al Ries and Laura Ries
Week Seventeen
Closing Observations
Revision
Week Eighteen
Final Exam
BEST OF LUCK !!
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