MBM402B Brand Management

• Topics

  Topics:

  • Managing brand equity
  • Brand awareness, associations and image
  • Brand positioning
  • Corporate branding and reputation management
  • Brand loyalty and consumer-brand relationships
  • Brand/customer experiences
  • Brand extensions and alliances
  • Brand portfolio management
  • International brand strategy
  • Technology and brand management
  • Measuring brand equity
  • Luxury branding

• 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.

• Requirements for course approval

  Group-based written term paper must be handed in one time for approval.

  Feedback is given based on the written term paper.

• Assessment

  Group-based (3-4 students) written term paper counts 60% of the total grade

  Oral presentation of group paper counts 40% of the total grade

• Grading Scale

  Grading scale A - F.

• Computer tools

  None.

• Literature

  Keller, K.L. (2013). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Fourth Edition.