Marketing Management II (Prof. Jayanta Chatterjee, IIT Kanpur): Lecture 13 - Introduction to Brand, Branding and Brand Equity

Marketing Management II

Marketing Management II. Instructors: Prof. Jayanta Chatterjee and Dr. Shashi Shekhar Mishra, Department of Industrial and Management Engineering, IIT Kanpur. The objective of the course is to introduce the participants to principles and practices, theoretical building blocks of marketing, its role as an organizational engine and the evolving marketing process of today. At the end of the course, a participant will be able to understand and manage the core marketing management function. (from nptel.ac.in)

Lecture 13 - Introduction to Brand, Branding and Brand Equity

Concepts covered in this lecture: 1. Definition of brand, 2. Difference between a product and a brand, 3. Role of a brand in a consumer purchase, 4. Role of a brand for a seller, 5. Definition of branding and what type of products can be branded, 6. Definition of brand equity.

Go to the Course Home or watch other lectures:

Recap of Marketing Management I and Introduction to the Concept of Product

Lecture 01 - Brief Recap of Basic Concepts from Marketing Management I

Lecture 02 - Brief Recap of Basic Concepts from Marketing Management I (cont.)

Lecture 03 - Product - An Important Component of the 4P

Lecture 04 - New Product Development

Lecture 05 - New Product Development (cont.)

Lecture 06 - Entrepreneurial Marketing

Design, Launch and Management of Market Offerings

Lecture 07 - Screening New Product Ideas

Lecture 08 - Diffusion of Innovation

Lecture 09 - Product Life Cycle and Introduction to Strategy