MBA Brand Building Syllabus Flashcards

Vocabulary flashcards covering the course objectives, outcomes, models, frameworks, and key concepts of the Brand Building (MBA060A) syllabus.

Brand Building (Subject Code: MBA060A)

An elective marketing course in the Jaipur School of Business MBA Scheme 2025-2027 worth 3 credits, aimed at developing a deep understanding of brand creation, positioning, equity management, and long-term sustainability.

Course Outcome 1 (CO1)

To understand the strategic role of branding in marketing and business.

Course Outcome 2 (CO2)

To learn the process of building strong brand identities and positioning.

Course Outcome 3 (CO3)

To analyze frameworks for measuring and managing brand equity.

Course Outcome 4 (CO4)

To study strategies for brand extension, revitalization, and portfolio management.

Course Outcome 5 (CO5)

To evaluate global branding, digital branding, and co-branding opportunities.

Brand Image vs. Brand Identity

A core comparison in Unit I examining the elements defining how an organization seeks to identify itself versus how it is perceived by consumers.

Emotional and Functional Benefits

Two foundational categories of benefits provided by branding to differentiate offerings and ensure relevance to consumers.

Positioning Strategies

Approaches covered in Unit II for establishing brand positioning in the market, including benefit-based, user-based, and competitor-based strategies.

Kapferer's Brand Identity Prism

A framework specified in Unit II utilized for creating and analyzing the facets of brand identity.

Aaker's Brand Vision Model

A model outlined in Unit II for structuring, guiding, and creating comprehensive brand identity.

Keller's Customer-Based Brand Equity (CBBE) Model

A framework studied in Unit III focused on understanding, building, and measuring brand equity from the customer's perspective.

Aaker's Brand Equity Model

A conceptual framework covered in Unit III used to assess the assets, dimensions, and sources underlying brand equity.

Brand Audit and Brand Tracking

Diagnostic and measurement procedures in Unit III for evaluating brand performance, awareness, associations, preference, loyalty, and resonance.

House of Brands vs. Branded House

Two contrasting brand architecture structures analyzed in Unit IV for managing brand portfolios and corporate brand relationships.

Brand Extension and Stretching

Growth strategies evaluated in Unit IV that leverage an existing brand name to enter new categories or broader market tiers.

Co-Branding and Ingredient Branding

Collaborative branding arrangements studied in Unit IV where multiple brands partner together or incorporate branded component parts.

Standardization vs. Localization

A strategic dilemma in global brand building (Unit V) addressing whether to keep branding elements uniform across markets or tailor them locally.

Brand Crisis Management and Reputation Recovery

A contemporary branding area in Unit V focusing on responding to critical incidents and restoring brand equity and stakeholder trust.