Master of Management Studies (M.M.S) Brand Management Syllabus - Mumbai University 2026

Course objectives

• 1 To familiarize students with foundational concepts, theories, and strategies of brand management.
• 2 To develop analytical skills for evaluating brand equity, brand positioning, and brand architecture.
• 3 To enable practical application of branding strategies including brand extension, co-branding, and brand revitalization.
• 4 To cultivate understanding of consumer-brand relationships, including loyalty, advocacy, and brand perception.
• 5 To equip students with tools to measure, manage, and enhance brand value and performance.

Course outcomes

• CO1: To develop a thorough understanding of building, measuring, and managing Brand equity
• CO2: Apply the concepts and frameworks to building brands across all types of organizations
• CO3: Analyze brand strategies through theories, models and other tools
• CO4: Evaluate Brand Architectures and valuations
• CO5: Create branding strategies to maximize brand equity

Unit 1 CO1 · 3 hours

Definition and evolution of brands, role of brands, distinction between product and brands, roles of brand managers

Unit 2 CO1, CO2, CO3 · 6 hours

Strategic brand management – developing brand plans, designing and implementing brand marketing programmes, growing and measuring brand equity – qualitative and quantitative techniques, brand audits

Unit 3 CO2, CO3, CO4 · 4 hours

Customer Based Brand Equity (CBBE) – Keller’s Brand equity Model; Kapferer’s Brand pyramid, building blocks of brand equity – salience, performance, imagery, judgments, feelings, resonance

Unit 4 CO3, CO4, CO5 · 3 hours

Brand Identity and Positioning- dimensions of brand identity, brand positioning – points of parity/difference, positioning strategies, competitor analysis, emotional and cultural branding principles

Unit 5 CO3, CO4, CO5 · 6 hours

Brand extensions - strategies, managing brand portfolio, challenges in brand revitalization

Unit 6 CO3, CO4, CO5 · 4 hours

Measures of branding success – perceptual mapping, BAV (Brand Asset Valuator Model); Inter- brand method, BrandZ strategies, Brand Finance method, brand tracking studies

Unit 7 CO3, CO4 · 4 hours

Contemporary issues – impact of digital marketing and social media on branding, ethical issues in branding, sustainability and CSR in branding

Textbooks

• 1 Strategic Brand Management. Kevin Lane Keller, M.G. Parameswaran, Isaac Jacob. 3e. Pearson
• 2 Marketing and Branding. The Indian Scenario. S. Ramesh Kumar. Pearson Education

Reference Books

• 1 Strategic Brand Management. New Approaches to creating and Evaluating Brand equity. Jean-Noel Kapferer. Kogan Page.
• 2 How Brands Become Icons. The Principles of Cultural Branding. Douglas Holt. HBS Press
• 3 How customers Think. Gerald Zaltman. HBS Press.
• 4 Emotional Branding. The New Paradigm for Connecting Brands to People. Marc Gobe