MBM402B Brand Management

• Topics

  Topics :

  Brand equity provides value both to consumers and firms and understanding the sources and consequences of brand equity is essential for developing brand strategies. The course focuses on the components of brand equity, brand awareness and brand associations. Special focus is given to the consequences of these components of brand equity, but the course also addresses issues related to how to create brand equity. Central to the course is how to measure and use brand equity to differentiate firms offerings. The course also provides a special focus on leveraging the brand. Leveraging the brand is a possible option when a strong brand is developed.

  Themes :

  Brand Equity (Conceptualizations and measurement)

  Brand Awareness

  Brand Associations

  Brand Personality and Brand - Person Relationships

  Brand Identity, Brand positioning, and the BCM model

  Brand Extensions and Brand Alliances

  Luxury brands

  Brand crisis

• Learning outcome

  Upon completion of the program, the candidates shall:

  Knowledge

  • Have advanced knowledge of the components of brand equity.
  • Have an advanced knowledge of consumer behavior, thinking and mindset in a branding context. 
  • Have an understanding of the sources and consequences of brand equity. 
  • Have advanced knowledge of methodological approaches for measuring brand equity.
  • Have in-depth, up-to-date knowledge of central processes and constructs in brand strategy.

  Skills

  • Be capable of analyzing and critically dealing with various sources of information related to the brand (e.g., brand equity, brand associations, brand alliances, brand extensions) and using them to structure and formulate scholarly arguments.
  • Be capable of analyzing existing theories, methods, and interpretations in the field (for example related to brand equity, private labels, brand image, and luxury branding) and working independently on practical and theoretical problems.
  • Be capable of carrying out an independent, limited research or development project under supervision and in accordance with applicable norms for research ethics

  Competence

  • Be able to analyze relevant academic, professional, and research etical problems related to brand equity, private labels, brand image, brand alliances, brand extensions, and luxury branding.
  • Be able to apply their knowledge and skills in new areas in order to carry out advanced assignments and projects
  • Be able to communicate extensive independent work and masters language and terminology of the academic field
  • Be able to communicate about academic issues, analyses and conclusions in the field, both with specialists and the general public
  • Be able to contribute to new thinking and innovation processes

• Teaching

  Plenary sessions, group-based meetings with supervision, in-class cases, online discussions.

• Recommended prerequisites

  Basic knowledge about marketing and consumer behavior. We recommend students to take the course in Consumer Behavior prior to the course in Brand Management, but that is not a formal requirement.

• Assessment

  Group-based termpaper (3-5 pr group).

  The grading in this course is based on the following two components:

  1. The written term paper counts 60 percent of the grade and
  2. The oral presentation and defense counts 40 percent of the grade.

• Grading Scale

  Grading scale A - F.

• Computer tools

  None.

• Literature

  Course book: Keller, K.L. (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Fifth Edition.

  Selected articles posted on Canvas