Brand Strategy

MBM420 Brand Strategy

  • Topics

    Topics

    Brand strategy is an important part of corporate strategy and key to developing competitive advantages. One reason for this is that the brand strategy approach has general applicability, and the relevance of brand strategy is not restricted to traditional consumer markets, but is equally important in services and industrial markets. Another reason is that brand strategy and -management explicitly deals with how to differentiate a company's offering from its competitors, and consequently brand management is a key component in corporate strategy. The course focuses on contemporary topics in brand strategy including positioning brands in the marketplace, brand extensions, brand alliances, international brand strategy and brand portfolio management. In addition the students will get practical training in brand strategy by playing a computer-based simulation game.

    Themes:

    • Brand Positioning
    • Brand Extensions
    • Brand Alliances
    • Brand Placements
    • International brand strategy
    • Brand Portfolio Management
    • Computer-based Brand Positioning Simulation Game
    • Designing Brand Marketing Programs

  • Learning outcome

    Learning outcome

    The students will develop in-depth skills in understanding, developing and executing brand strategy, and become familiar with methodological tools useful for developing brand strategy.

    After completing the course, student should:

    1. Be familiar with the most central processes and constructs in brand strategy

    2. Be able to utilize central theories from brand management, and consumer behavior to effectively design brand strategy for products, services and corporate brands.

  • Teaching

    Teaching

    Primarily plenary sessions, including in-class cases and a student home assignments (group term paper).

  • Required prerequisites

    Required prerequisites

    Basic knowledge on consumer behavior and brand equity. We recommend students to take the course in Brand Equity prior to the course in Brand Strategy, but that is not a formal requirement.

  • Assessment

    Assessment

    Three hour written exam and group term paper.

    Group term paper counts 40% of total grade. The group term paper must be submitted in English.

    The written individual exam counts 60%.The three hour written exam can be answered in either English or Norwegian.

     

    In order to retake the exam you should register for MBM420EKS (written exam) or MBM420OPPG (group term paper). Please note that this only applies of you have taken the course before.

  • Grading Scale

    Grading Scale

    Grading scale A - F.

  • Computer tools

    Computer tools

    NHH uses ItsLearning as the online teaching platform. Lecture notes, announcements, resources, and other related material will be posted on ItsLearning. Each student has the responsibility to regularly check and download material from ItsLearning.

  • Semester

    Semester

    Spring.

  • Literature

    Literature

    Keller, K.L. (2012). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Fourth Edition.

    Selected articles.

Overview

ECTS Credits
7.5
Teaching language
English.
Semester
Spring

Course responsible

Professor Lars Erling Olsen, Department of Strategy and Management