B.A. in Multimedia and Mass Communication Brand Building Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

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Syllabus for Brand Building

Major elective · Semester 5 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION TO BRAND BUILDING, IDENTITY, PERSONALITY AND POSITIONING

1 Introduction to Brand Building
Meaning, Product v/s Brand. Why brand matters Process of Branding, Types of brand - National, Retail, Flanker, Distributor, Luxury , Global brands) Brand building blocks, Guidelines for effective branding, Brand Elements – types of brand elements Consumer, Industrial, Retail, Classified, Corporate ,Public service, ,Generic, National, Global, International, Social ( CSR) and Advocacy
2 Brand Identity and Brand personality
3 Brand Positioning
Product class, Consumer segmentation, Perceptual mapping, Brand benefits and attributes, Corne stones of positioning strategy Basis

Module II: BRANDING LEVERAGING ,STRATEGIES, EQUITY , MODELS

1 Brand Leveraging
Line, Brand extension, Types of Brand Extensions, their advantages and disadvantages, Moving up/ Down, Co- branding Multi- branding, Mix branding, Hierarchy- Building Equity at Different Hierarchy Levels, Brand Product Matrix, Brand Architecture- Breadth of a Branding Strategy, Depth of a Branding Strategy. Elements/ Sources. Measurement. (Brand awareness, Brand loyalty) Models: Yand R – Graveyard model Brand Asset Valuator, Brand Equity Ten, Inter brand Equity brand
2 Brand Strategies
3 Brand Equity and Models

Module III: BRAND BUILDING THROUGH IMPERATIVE , GLOBAL AND CORPORATE IMAGE

1 Brand Imperatives
Co-ordination across organization,. Co-ordination across geography, Re-branding, revitalizing, Rural Advertising and brands. Emergence of global brands, Advantages and Disadvantages, Global leadership brands and position , Globalization Corporate Image in Contemporary Management, , Advertising and Corporate Image
2 Global Brands
3 Corporate image Building through brands

Module IV: BRAND BUILDING THROUGH CSR ,BRANDS TO DIFFERENT SECTORS, BRAND LIFE CYCLE

1 Brand Building though Corporate Social Responsibility
CSR as part of business environment management, How CSR activities can be used for Brand Building ,Social activities other than CSR to enhance the brand
2 Conception and Growth
Important factors in conception and various stages of growth and maturity of brands with various case studies Customer, Industrial, Retail and Service Brands
3 Branding in Different Sectors

References

1 David, A Aker, Building strong brands, the free press, 1996
2 Al Ries and Laura Ries, the 11 Immutable Laws of internet branding, Harper Collins, 2001
3 Brand management – the Indian context – Y L R Moorthi
4 Strategic Brand Management by Kevin keller, M.G Parameshwaran,Issac Jacob
5 Brand positioning – Strategies for competitive advantage – SubrotoSengupta
6 Kumar, Ramesh S, Marketing and branding-Indian scenario,----, 2007
7 Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (Paperback) - Damian Ryan - Gives an overview
8 What great brands do Building Principles that Separate the ..Denise Lee yohn .
9 John Philip Jones, what’s in a brand-building brand equity through advertising, Tata McGraw Hill
10 Brand Equity: An Indian Perspective by SangeetaTrott (Author), Vinod V. Sople (Author)

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

PDF BAMMC SEM I & II (2024 25) NEP NEP 2020 syllabus, in force from 2024-25 Read full PDF Read

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PDF BMM III IV 2015 16 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

PDF TYBMM Advertising Sem V 2015 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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PDF TYBMM Sem V And VI 2009 Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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PDF Journalism Sem VI Earlier Choice Based syllabus, still set for ATKT candidates Read full PDF Read

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