FORE School of Management, New Delhi

Programme: PGDM (WMG-23)

Name of the Course: ADVERTISING & BRAND MANAGEMENT Credit: 1
Term: 9
Academic Year: 2016-17
Faculty: Freda Swaminathan
Office Contact No.:
09811117620
Email: freda@fsm.ac.in
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Introduction: Brands are
Brands are recognized today as being a Companys most stable asset. Brand communications takes
place through both conventional and unconventional media. Branding and advertising
communications is not only use of names, logos, advertising messages etc but is the reflection of
relationship the consumer/customer has with the organization and brand.
Advertising and Brand Management, unravels the the mystery and creativity around the issue of
branding and addresses the issues that arise in developing good advertising and communications .
It includes latest thinking and best practices in the overall domain
Objective:

To understand the relevance and bases of successful brand building and advertising.
Develop an understanding of brand concepts like positioning, experiential branding,
revitalization, brand personality, brand crisis and brand audit.

To judge creativity and systematically develop advertising and

Integrated marketing communications for a brand.

Text Book:
Advertising and Integrated Marketing Communications by Kruti Shah. Publisher McGraw Hill
Education (India ) Pvt Ltd. , 2014.
The New Strategic Brand Management. 4th Edition. JN Kapferer ( E book )
Reference Book:
Strategic Brand Management : Kevin Lane Keller, M G Parameswaran and Isaac Jacob, . 3rd Edition.
Pearson Education
Integrated Advertising, Promotion and Marketing Communications. 4th Edition. Kenneth E. Clow &
Donald Baack
Advertising and Promotion :An IMC perspective :George E Belch and Michael A Belch
Evaluation Component and weightage:
Asian Brands
:10
Group Project :
:10
Class Participation
:10
Brand Equity
:10
Advertising Brief
:10
Improved Advertisement
:10
End Term
:40
________
Total 100 Marks
Session Plan:
Sessions Topic Covered

Required Reading /
Case Discussion

1-2

Introduction to the concept of Brand Management & Advertising

Case : Benetton

Class Activity
Shah Ch 1
Kap Ch 1

3-4

The Agency: Selecting/Using/Pitching

Understanding Communications in Media
Case : Hum Mein hai Hero

Shah Ch 5

5-6

Brand Positioning & Identity Tata Nano Page 156

Kap Ch 7

7-8

Brand Personality, Brand Experience & Luxury brand advertising

Case : Prada

Kap Ch 5

9-10

Role of Creatives/Account management

Celebrity endorsements
Advertising goals
The Brief
Case : Vardaan

Shah Ch 8

11-12

Brand Equity
Class Assignment on Brand Equity

Kap Chapter 1 &

Kotler Ch 10

13-14

Media & The Internet

15-16

Brand Extensions & Brand Architecture

Direct Marketing Case : American Express

17-18

Corporate Communications
Public Relations
Case : SRF

19-20

Brand Re-juvenation &

Sales Promotion
Case : Pepsi Mera Number Kab Ayega

21-22

Improving Advertising
Asian Brands
Brands with a conscience

23-24

Group Presentations
Wrap up for Advertising and Brand Management

Kap 12

Kap Ch 16

Assignments
Assignment 1 Vardaan Advertising Brief (10%)
As per the work sheet.
Assignment 2 The Financial Aspects of Brand Equity (10%)
Select a brand that is listed in Interbrands Top Global Brands. Study the latest annual report of the
company owning the brand selected. Answer the following:
1. Is Brand Equity or good-will or intangible value accounted for in the annual report? Explain why you
are saying yes or no.

2. How are brands reflected in the annual report either in terms of financial figures or in terms of
reporting by senior management?
3. Has the Company had a recent merger or acquisition? Is the intangible value of the brand reflected in
the annual report?
4. What is the groups view on how brand equity should be represented in the annual report.

Assignment 3 - Asian Brands (10%)

Each group is to select ONE brand ( no repeats, please ). If you have a brand of your choice, please
clear from the faculty.
1. Tiger Beer
2. Tiger Balm
3. Raffles International Ltd
4. BreadTalk
5. Lenovo
6. Haier
7. Singapore Airlines
8. Baidu ( China )
9. Jollibee Foods
10. China Mobile
11. Alibaba group (china )
12. Banyan Tree Group
13. Emirates
14. Air Asia
15. Osim International Ltd
Group Needs to select any asian brand. Search the internet to find out the different brand elements of
the brand selected. The following needs to addressed.
1. What were the cultural forces that have made the brand successful?
2. Dissect each brand element and discuss its role in brand building.
3. Write out the Brand Positioning as is seen from the communications of the Brand selected and their
major competition.
4. Analyze the advertising of any ONE medium
5. What is the brand potential and future opportunities

Assignment 4 - Ad Improvement (10%)

Select a print advertisement. Answer the following:
1. What must the Company be intending to communicate in the ad?
2. What is the key idea in the ad?
3. Is the appeal rational or emotional? Explain
4. What are the strengths and weakness of the ad?
5. What changes would you like in the ad.
ABM Group project (10%)
Instructions:
Groups of 3 - 5
All to contribute
Reports in hard copy to be given in.
Emphasis will be given to the Strategic Approach and not the physical creative work.
Concepts must be brought out.
The Task:

Each group represents an Ad agency. You have been asked to come for a pitch by the Tourism
Minister of India. India as a destination has a huge attraction for myriad people. However the
Minister is worried. The numbers of foreign tourists coming to the country are declining. Massive
government revenues could be made.
It is being debated if tourist traffic can be increased from International Markets and domestic traffic
within India can be retained, within the country, instead of Indian traveling abroad to SE Asia and
Europe/USA
The call for the hour is a Brand and Advertising program, using all aspects of communication, to
showcase the Country and make it attractive for inbound tourists. Budgets as usual are limited.
You are competing with the other groups, that represent their own agencies. The Tourism
Minister will select ONE agency. You stand to win a prestigious business that can change the face
of your agency
Submit your work in a detailed thought out approach, along with creative recommendations.
Secondary research to understand consumers and competition is a must . ( Content directly copied
from any source will give your project an F grade.) Primary research of Indians travelling to other
countries is recommended.
Recommended structure of your report :
1. Background giving an understanding of India- a tourist and destination brand. How does
this business work?
2. Market Situation Analysis including competition.
3. Target Audience analysis both consumers and Travel agents behavioral pattens.
4. Communications Objectives and Strategy
5. Developing the IMC Program Strategy
6. Creative Execution in ONE conventional medium ( like Press, TV, Radio etc ) and ONE
unconventional medium ( like Direct Marketing, PR, Sales Promotions, Events etc)
The agency with the best strategic and creative recommendation will be selected.