Brand Equity and Pricing

MBM402B Brand Equity and Pricing

  • Topics

    Topics

    Understanding the sources and consequences of brand equity is essential for developing competitive advantages and a sound corporate- and brand strategy. Brand equity provides value to both consumers and firms and it is now a key concept in corporations and organizations worldwide. The course focuses on the components of brand equity, brand awareness and brand image, as well as the sources and consequences of developing a strong brand equity. Central to the course is how to measure and use brand equity to differentiate firm offerings. Special attention is given to understanding the effects of brand equity in terms of consumer behavior and -loyalty, as well as firm financial performance

    Topics:

    Brand Awareness

    Brand Image, Associations, and Country of Origin

    Brand loyalty and consumer-brand relationships

    Measuring brand equity vs Private Labels

    Functional brands, symbolic brands / luxury brands, and brand experiences

  • Learning outcome

    Learning outcome

    After completing the course, students will:

    - Know what brand equity is, how it is conceptualized and how to build brand equity

    - Know what the key antecedents and consequences of brand equity are

    - Be familiar with methodological approaches for measuring brand equity

    - Have insight into key approaches for how to price and value brand products and services.

    Knowledge - the candidate...

    has advanced knowledge within the academic field and specialized insight in brand equity

    has thorough knowledge of the scholarly or artistic theories and methods in brand equity

    can apply knowledge to new areas within brand equity

    can analyze academic problems on the basis of the history, traditions, distinctive character and place in society of the academic field

    Skills - The candidate...

    can analyze and deal critically with various sources of information and use them to structure and formulate scholarly arguments

    can analyze existing theories, methods and interpretations in the field and work independently on practical and theoretical problems

    can use relevant methods for research and scholarly and /or artistic development work in an independent manner

    can carry out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics

    Competence - The candidate...

    can analyze relevant academic, professional and research ethical problems

    can apply his/her knowledge and skills in new areas in order to carry out advanced assignments and projects

    can communicate extensive independent work and masters language and terminology of the academic field

    can communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public

    can contribute to new thinking and innovation processes

  • Teaching

    Teaching

    Primarily plenary sessions.

  • Required prerequisites

    Required prerequisites

    Presentation of term paper in class.

    Note: There might be compulsory activities in the course prior to the registration deadline.

  • Requirements for course approval

    Requirements for course approval

    Presentation of term paper in class.

    Note: There might be compulsory activities in the course prior to the registration deadline.

     

     

  • Assessment

    Assessment

    Three hour written exam and group term paper.

    Course assignments count 40% of total grade. The exam counts 60%.

  • Grading Scale

    Grading Scale

    Grading scale A - F.

  • Computer tools

    Computer tools

    None.

  • Semester

    Semester

    Vår. Fra og med våren 2018.

  • Literature

    Literature

    Selected articles.

Overview

ECTS Credits
7.5
Teaching language
English.
Semester
Spring

Course responsible

Mark Pasquine, Department of Strategy and Management.