Brand Management


Unit 1

  1. What are the features of a good brand
  2. What makes a good brand
  3. What are the importance of branding
  4. Product vs brand
  5. Explain the brand management process
  6. Explain customer based brand equity model
  7. What are the sources of brand equity
  8. What are the steps to build a brand
  9. How are brands positioned


Unit 2

  1. What are the criteria for choosing brand elements
  2. What are the types of brand elements
  3. What is relationship marketing and what are the types of relationship marketing
  4. How to set up prices to build brand equity
  5. Elaborate the direct and indirect channels
  6. What are the components of promotional mix under IMC
  7. What are the various ways to leverage on the brand associations to build brand equity



Unit 3

  1. Elaborate the brand value chain
  2. How to measure sources of brand equity
  3. Explain the Young and Rubicam’s brand asset valuation
  4. Explain the various comparative methods of measuring outcomes of brand equity
  5. Explain the various holistic methods of measuring outcomes of brand equity


Unit 4

  1. What is brand architecture and how to develop brand architecture
  2. What is brand hierarchy and what are the levels of brand hierarcy
  3. What is cause marketing and what are the advantages of clause marketing
  4. What is green marketing and what are the challenge that companies face for green marketing
  5. What is brand extension and what are the advantages and disadvantages of brand extension
  6. What are the strategies for brand reinforcement
  7. Why is brand revitilization important
  8. What are the strategies to do brand revitalization
  9. What are the different ways to build global brands


Text books recommended

  1. Vipul Publications
  2. Sheth Publications

For any further clarifications, please feel free to get in touch with Prof Vipin Saboo on 9820779873

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Education Qualification: BMS- N M College (University Rank Holder) PGDBM- Sydenham College M Com- College topper Mr Vipin Saboo has been associated with the following institutes as a visiting faculty Lords college, Malad Patkar College, Goregoan Saraf college, Malad Dalmia college, Malad St Andrews College, Bandra Wilson College, Grant Road Thakur college, Kandivili L N College, Kandivili N K College, Malad Dhanukar College, Vile Parle St Xaviers College, Marine Lines Shroff College, Kandivili KES College, Khar Mr.Vipin Saboo also has more than 5 years of industry expertise with corporate like CRISIL, Motilal Oswal Investment Banking and Yes Bank. Mr. Saboo has also published a text book on Logistics and Supply Chain Management for TYBMS Students.
  1. Suchit Patil 3 years ago

    Pls upload smple prelim paper for brand management

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