Saint Louis University Brand Management Cook School of Business MKT 493-01 Saint Louis University Spring 2007

________________________________________________________________________ INSTRUCTOR: Arun Pereira, Ph.D., MBA, B.Tech (Engineering) Office: DS 459 Phone: 977-3820 E-mail: Pereira@slu.edu URL: http://www.arunpereira.com Office Hours: 10AM-11AM, MWF and by appointment Class Time: 1:10PM-2 PM, MWF REQUIRED MATERIALS: Text: Strategic Brand Management, 2nd Ed Kevin Lane Keller (Prentice Hall 2002) Readings: Provided by the instructor COURSE DESCRIPTION: Today, brands are recognized as among the most important assets of a firm. This course will focus on understanding, building, measuring, and managing the essence of branding power: brand equity. Starting with an overview of brands and branding decisions, we will highlight the content and context of brand management, before proceeding to strategies for building and measuring brand equity. We will examine direct and indirect measures of brand equity, including methods and tools to collect data and calculate financial and customer measures of brand equity. Finally, we will focus on the management of brand equity, including managing brands on the world wide web, cobranding, brand extensions, as well as managing brands over time and geographic boundaries. COURSE STRUCTURE: The pedagogy followed for the course will be lectures and discussions around branding topics (see attached list). The topics covered are drawn from the assigned text, and supplemented with additional readings. The readings are thought-provoking articles drawn from the pages of the popular business press (Wall Street Journal, Business Week, etc.) They will play an important role in tying key concepts to real world examples. The class meetings will be interactive sessions. You are expected to read the assigned chapters and readings before each

class, as scheduled and actively participate during lectures and scheduled class discussions. (1) Class Discussions For every scheduled class discussion (every Monday, unless otherwise announced), you are expected to have read the relevant articles before you come to class. Please note that mere physical presence in class does not qualify for class participation points. The points you receive will be based on the number of times you volunteer (i.e. a raised hand will be a signal that you have something to offer) and quality of your input each time you are called on. (2) Assignments: Branding Debriefs A written report in the form of a Branding Debrief will have to be turned in every week (unless otherwise announced). You report should be typed (single space) and one page long. Typically, the subject/s for the Debrief will be given on Wednesday and the report due on Friday of that week. (3) Exams There will be Midterm Exams (2 parts) and a Final. All exams have to be taken at the scheduled time and place. Make-up exams will be given only under extremely unusual circumstances; furthermore, make-up exams will be substantially more difficult than the regular exams. Also, note that there will be zero tolerance for dishonesty in exams; any evidence of dishonest behavior will be handled with utmost severity and university policy on scholastic dishonesty will be strictly enforced. Also, please note during the exams you must NOT have access to any electronic devices, including cell phones and PDAs. (4) Brand Audit The course includes an individual project in the form of a Brand Audit. Each student is expected to choose a brand, and complete an in-depth examination of the sources of its brand equity and offer recommendations to leverage and improve brand equity. A typical brand audit will include: (1) A detailed summary of the firms branding program (an inventory of the firms branding activities, including strategic brand alliances, brand portfolio, etc.) (2) An analysis of the consumer knowledge structure for the brand, based on research completed by the student (including data collection and the use of tools such as conjoint analysis to measure the incremental value of the brand name, vis-vis other attributes). (3) Specific recommendations to improve/maximize brand equity, with the expected outcomes (e.g. financial projections or projections in preference share and/or market share).

Specific guidelines for the Brand Audit will be given in class.

(5) Attendance 100% attendance is expected. You are required to be in the classroom for every scheduled class meeting, before class begins. Coming late to class is considered the equivalent of not coming to class. Your final grade will be affected by classes you miss (or are late to), as described below. No. of absent/late days % Point Deductions (when computing final grade) 1-3 1 % point deducted for each absent/late day 4-6 1.5% points deducted for each absent/late day 7 and above 2% points deducted for each absent/late day Exceptions will be made only if (1) there is a legitimate and valid reason for your absence, and (2) the instructor has been notified in a timely manner (generally that means notification is received before the start of class, on the day of the absence). Please refrain from talking to each other while class is in progress; it can be disruptive to the instructor and other students. All cell phones/communication devices MUST be turned off (or in silent mode) during class. The instructor reserves the right to deduct class participation points if a student is habitually talkative and/or disruptive in class. Additionally, please refer to the document The Learning Environment: Shared Expectations attached to this syllabus.

COURSE GRADING: The final grade for the course will be determined as follows. Midterm Exam Final Exam Branding Debriefs Brand Audit Class Participation :20% :20% :20% :20% :20% 100%

SCHEDULE
This schedule is tentative and subject to change

Jan 17: Jan 19:

Introduction Class Discussion: What is Brand Equity? Class Discussion: How Innovation at P&G Restored Luster to Washed-up Pert and Made it Number 1 Too Many Choices Chapters 1, 2, 3: Introduction to Brand Management, Customer Based Brand Equity, Brand Positioning and Values Branding Debrief 1 Due

Jan 22:

Jan 24: Jan. 26:

Jan 29:

Class Discussion: Retailers Create Own-Label PCs as Brand Names Dwindle Retailers Private Labels Strain Old Ties Brand-Name Knowledge

Jan 31: Chapter 4: Choosing Brand Elements to Build Brand Equity Feb. 2: Branding Debrief 2 Due

Feb 5:

Class Discussion: A Passion for Brands Mobil Bets Drivers Pick Cappuccino Over Low Prices Big Beer Makers Go After the Sober Set With Assortment of Non Alcoholic Brews Chapter 5: Designing Marketing Programs to Build Brand Equity Branding Debrief 3 Due

Feb 7: Feb. 9:

Feb 12:

Class Discussion Novel Microwave Dinners are TastyAnd Likely to Fail Maintaining Brand Health

Feb 14: Chapter 6: Integrating Marketing Communications to Build Brand Equity Feb. 16: Branding Debrief 4 Due

Feb 19:

Class Discussion: Marketing Plays a Bigger Role in Distinguishing PCs Retailers Wont Share Their Toys Autonation is Considering a House Brand Car

Feb 21: Chapter 7: Leveraging Secondary Brand Knowledge to Build Brand Equit y Feb 23: Feb 26: Feb 28: Mar 2: Branding Debrief 5 Due Introduction to Brand Audit Tools for Brand Audit: Conjoint Analysis Tools for Brand Audit: Conjoint Analysis (contd)

Mar. 5: Mar. 7: Mar. 9:

Review for Exam MIDTERM EXAM A (Essay) MIDTERM EXAM B (Multiple Choice)

SPRING BREAK

Mar. 19:

Chapter 8: Developing a Brand Equity Measurement and Management System Chapter 8 (contd.) Branding Debrief 6 Due

Mar. 21: Mar. 23:

Mar. 26:

Class Discussion Diaper Makers Face a Maturing Market Someone Woke the Elephants HP Launches New Computer Scanner Chapter 9: Measuring Sources of Brand Equity Branding Debrief 7 Due

Mar. 28: Mar. 30:

Apr. 2:

Class Discussion Snack Time? Give Me My Cereal Bowl Pepsi and Coke Roll Out Flavors To Boost Sales Discounting is No Bargain Chapter 10: Measuring Outcomes of Brand Equity

Apr. 4:

Apr. 9:

Class Discussion Internet Branding Assessing Corporate and Brand Image Cult Brands

Apr. 11: Chapter 11: Designing and Implementing Branding Strategies April 13: Branding Debrief 8 Due

Apr. 16:

Class Discussion Co-branding aims to Double the Appeal With Millers New Momentum Plan, Beers.. Splash, Into Market PC Price War May Break Out, Starting in Fall

Apr. 18: Chapter 12: Introducing & Naming New Products/Brand Extensions April 20: Branding Debrief 9 Due

Apr. 23:

Chapter 13: Managing Brands Over Time

Apr. 25: Chapter 14: Managing Brands Over Geographic Boundaries April 27: Branding Debrief 10 Due

Apr. 30: May. 2: May 4:

Brand Audit Presentations Brand Audit Presentations Brand Audit Presentations FINAL EXAM