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2011/2012  KAN-MCM_MC59  Strategic Brand Management

English Title
Strategic Brand Management

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Semester
Course Period Autumn
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc in Economics and Business Administration
Course Coordinator
  • Judith Zaichkowsky - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 29 maj 2012
Learning Objectives
At the end of the course the student is expected to be able to:

1. Demonstrate a knowledge and understanding of the central models and concepts presented in the course and in the literature
2. Apply these models singly or combined to fit the concrete case situation under study
3. Demonstrate the ability to define relevant goals, indicators and information required to manage brands
4. Analyse relevant information using appropriate tools and models
5. Demonstrate the ability to apply qualitative and quantitative information about consumer behaviour, market trends and internal branding processes to the management of brands
6. Reflect incisively and critically over the underlying causes of the phenomena being studied
7. Relate the theories, concepts and models presented in this course to others they are familiar with from other courses
8. Synthesise and deduce new models that can be used to predict phenomena relevant to the study of strategic brand management
Strategic Brand Management:
Assessment Written Exam
Marking Scale 7-step scale
Censorship No censorship
Exam Period May/June
Aids Open Book, Written and Electronic Aid is permitted
Duration 4 Hours
Individual 4 hour written exam (all written and technical aids are allowed at the exam). The exact week, date and time of the exam will be announced later. The regular exam will take place in October. The make-up/re-exam will take place in January. Make-up/re-exams require registration
Course Content

Aim of the course
The most valuable assets that a company has are the brands that companies have invested in and developed over time. This is true for large conglomerates as well as for small start-up companies. Often a company itself is considered a brand. Brand Management is the concept of organizing marketing activities around the introduction, promotion and optimization of brands and brand portfolios. Although manufacturing processes, product designs, service and retail concepts can often be duplicated, strongly held consumer beliefs and attitudes regarding a brand or business often cannot be so easily reproduced. Like people, brands have their own individual personality. This differentiation drives the ability for a brand to grow and expand or it could limit a company’s potential if not managed effectively.
Since brands are intangible assets, creating and nurturing a strong brand is a challenge; thus, building a brand is both an art and a science, calling for more than building brand image through traditional marketing communication activities. By understanding the concept of brand equity, marketers can gain valuable perspective that will allow them to interpret effectiveness and tradeoffs for various strategies and tactics. The Strategic Brand Management course will provide students the tools necessary to manage a portfolio of brand equities, focusing explicitly on the management task, as distinct from advertising, public relations, product innovation, and other marketing disciplines that are inputs to a brand’s optimization. This course will combine the most current brand management theory with practical application.

The course will be covering such topics as creating brand equity and positioning, measuring brand equity, using brand equity to expand a business, understanding the functions of brand management to deliver sustained consumer and customer value and brand loyalty, as well as practical management of strategic planning, product management, consumer research decision tools and evaluating of marketing mix elements. More specific the course will be covering the following topics:

Building and sustaining brand equity
A new, comprehensive, integrated model of brand building shows how you may create brand resonance with customers—intense, active brand loyalty. In addition, new tactics for building brand equity are illustrated in terms of how to properly choose brand elements, design supporting marketing programs, and leverage secondary associations.

Measuring brand equity and value
Students learn how to develop comprehensive brand equity measurement systems that include brand charters to inform and inspire employees, brand audits to uncover what motivates customers, and brand-tracking instruments to measure customers' marketplace perceptions, attitudes, and behaviour. Popular industry models are illustrated and critiqued, including how to financially value a brand.

Managing and leveraging brand value
Students learn how to grow brand equity through carefully designed and implemented brand extensions. Students also study how to adjust brand strategies over time to maximize brand equity.

Course Progression
Strategic Brand Management is the foundation of the Marketing Communication Management line, since brand building and management of brand portfolios form the basis for marketing communication decisions. All other courses build on Strategic Brand Management.

Teaching Methods
This course will include lectures, discussions and topical case-studies. The course will also include a number of practitioners as guest speakers.

Keller, Kevin L. (2008). Strategic Brand Management. Building, measuring, and managing brand equity, Prentice Hall.