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Course11010416740 lectures

Brand Management

Prof. Abhishek Kumar · IIT Kanpur

Start with lecture 1 At NPTEL

About

The course titled ‘Brand Management’ traces the journey of brand development from marking animals of their owner’s name to today when the value of brands competes against GDPs of countries. It covers several theories such as brand personality, brand identity, brand architecture in detail besides providing insights into activities carried out by brand managers on a daily basis. The course ends with a detailed discussion on sources of customer based brand equity and methods of arriving at financial valuation of brands

Intended audience: Students and Researchers of Marketing and Management

Prerequisites: Marketing Management

Lectures

Week 1

  1. Lecture 1 : Brands and Marketplace YouTube
  2. Lecture 2 : Brands and Marketplace continued....... YouTube
  3. Lecture 3 : Product vs Brand YouTube
  4. Lecture 4 : Product vs Brand continued....... YouTube
  5. Lecture 5 : Brand Management - The Activity YouTube

Week 2

  1. Lecture 6 : Brand Management - The Activity continued... YouTube
  2. Lecture 7 : Brand Association as Raw Material YouTube
  3. Lecture 8 : Brand Association as Raw Material continued... YouTube
  4. Lecture 9 : Mining Brand Associations YouTube
  5. Lecture 10 : Mining Brand Associations continued... YouTube

Week 3

  1. Lecture 11 : Unearthing Brand Iceberg YouTube
  2. Lecture 12 : Unearthing Brand Iceberg continued... YouTube
  3. Lecture 13 : Brand Personality YouTube
  4. Lecture 14 : Brand Personality continued... YouTube
  5. Lecture 15 : Brand Identity YouTube

Week 4

  1. Lecture 16 : Brand Identity continued... YouTube
  2. Lecture 17 : Brand Positioning and Repositioning (Part A) YouTube
  3. Lecture 18 : Brand Positioning and Repositioning (Part A) continued... YouTube
  4. Lecture 19 : Brand Positioning and Repositioning (Part B) YouTube
  5. Lecture 20 : Brand Positioning and Repositioning (Part B) continued... YouTube

Week 5

  1. Lecture 21 : Brand Positioning and Repositioning continued... YouTube
  2. Lecture 22 : Evolution of Brand Manager System YouTube
  3. Lecture 23 : Evolution of Brand Manager System continued... YouTube
  4. Lecture 24 : Evolution of Brand Manager System (Part B) continued... YouTube
  5. Lecture 25 : Brand Extensions YouTube

Week 6

  1. Lecture 26 : Brand Extensions continued... YouTube
  2. Lecture 27 : Brand Architecture YouTube
  3. Lecture 28 : Brand Architecture continued... YouTube
  4. Lecture 29 : Brand Architecture (Part 2) YouTube
  5. Lecture 30 : Brand Architecture (Part 2) continued... YouTube

Week 7

  1. Lecture 31 : Relationship Between Pricing and Brand Positioning YouTube
  2. Lecture 32 : Relationship Between Pricing and Brand Positioning continued... YouTube
  3. Lecture 33 : Pricing- A Tool for Brand Management YouTube
  4. Lecture 34 : Pricing- A Tool for Brand Management continued... YouTube
  5. Lecture 35 : Marketing Brand Equity YouTube

Week 8

  1. Lecture 36 : Marketing Brand Equity continued... YouTube
  2. Lecture 37 : Financial Brand Equity YouTube
  3. Lecture 38 : Financial Brand Equity continued... YouTube
  4. Lecture 39 : Brands Serving Psycho-Socio Functions YouTube
  5. Lecture 40 : Brand Management - Glossary YouTube

Syllabus and materials

At NPTEL, as the course publishes them.

Credits and licence

Institution
IIT Kanpur
Department
Management
Teacher
Prof. Abhishek Kumar
Level
Graduate
Language
English
Subjects
Business and management
Source
NPTEL
Licence
CC BY-NC-SA, as NPTEL states it. Non-commercial use only. NPTEL's terms
Attribution
NPTEL states: "Distributed under Creative Commons Attribution-ShareAlike / CC BY - NC - SA", beside a BY-NC-SA badge.
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