g. Lesson Plan

 

Week

Topics and Readings

Books with Page No.

 

1

NATURE OF PRODUCTS AND BRANDS

 Characteristics of Products and Services; The Concept of the Brand ; Brand Types in Products and Services.

 

2

IMPORTANCE OF STRONG BRANDS

Brand Adds Value to Companies; Prevent competition.

 

3

Affect Consumer Perceptions as basis for Extension; Form Quality Certification and Trust.

 

4

BUILDING SUCCESSFUL BRANDS

Creating a Brand; Brand name Strategies and Choices.

 

5

Re-branding and Brand Extension; Stretching and Co-branding.

 

6

POWERFUL BRANDS AND COMPETITION

Brands as Strategic Devices; Brands Sources of Competitive Advantage.

 

7

The Meaning of Brand Share;  Extending Brands

 

8

GLOBAL BRANDING. Global Branding Decisions and Strategies; Geographic Extension.

 

9

Mid Term Exam

 

10

Brand acquisition; Brand Alliances

 

11

CORPORATE IDENTITY MANAGEMENT.  Dimensions of Corporate Identity, Managing Corporate Identity Program.

 

12

Protecting Brands through Trade, Ethical Issues Concerning Brands.

 

13

MANAGING BRANDS OVER THEIR LIFE CYCLE Developing and Launching New Brands, Managing over their Life Cycle.

 

14

Financial Implications During the Life Cycle Rejuvenating/Revitalizing Brands.

 

15

BRAND EVALUATION: Growing Brand Equity.

 

16

Commercial Models of Brand Equity Growth; Measuring Brand Equity. Financial Value of Brands and Measurement