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Home / Syllabus / Tamil Nadu / National Institute of Technology - Tiruchirappalli (NIT-T) / Postgraduate Courses / MBA / Specialisations MB754 Brand Management Syllabus | Ask a question Print this page |
National Institute of Technology Tiruchirappalli (NITT)
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Brand, Brand identity, Brand Image, Brand Personality, Brand Loyalty and the connected issues Brand Positioning, Repositioning, Brand Equity: Conceptualization and measurement.
Mega marketing, Product-market strategies for Indian Brands against Foreign Brands and Private levels.
Brand portfolio management, Brand extension, Line Extensions, Brand harvesting strategies, Share building strategies.
Organizing the Brand Management systems: Role of product managers, Brand Managers.
Trends in Brand Management: Brand cult, Brand alliances – Cobranding, Destination Branding.
Books :
1. Jean Noel Kapferer, "Strategic Brand Management", Global Business Press, Abhinav Publishing industry., 1st ed., New Delhi, 1994.
2. Relevant articles for each unit from:
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