• Identify relevant models, theories and concepts to solve strategic brand management problems
• Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
• Understand and be able to discuss the assumptions that underlie the study of strategic brand management and a subject and the individual models, concept sand theories presented throughout the course
• Apply these models singly or combined to fit the concrete case situation under study
• Understand and analyse the relationship between internal and external factors influencing brand management by applying relevant models, concepts and theories
• Further, the best students will be able to:
• Reflect incisively and critically over the underlying causes of the phenomena they are studying
• Relate the theories, concepts and models presented in this course to others they are familiar with from other courses
• Synthesise and deduce new models that can be used to predict phenomena relevant to the study of corporate communication

The main aim of the course is to provide the students with an updated, deep and varied knowledge of brand management. The course will introduce the students to different ways of conceptualizing brand management and equip them with the ability to understand different scientific schools of thought in the field, as well as apply them to real-life situations.

The course offers the students insights into three areas of brand management; the most up-to-date research paired with a deep and precise knowledge of the different scientific schools of thought you can find within the area of brand management. This knowledge will be supported by an understanding of brand management’s interplay with other academic – and real-life - business disciplines.

The course will start with an introduction to general branding models and definitions as well as the understanding of brand management’s role in a broader management setting.

The rest of the course will be structured like this: The point of departure for each lecture will be a new research article highlighting important knowledge in brand management. The new knowledge put forward in the given article will then be grounded in a relevant academic school of thought within brand management. In our context, we call them approaches.

The course will be taught by the three authors of Brand Management – Research, Theory and Practice (Routledge, 2008, 2016 and 2020). This exact course is a byproduct of writing the 3rd edition of the book (2020), and is fueled by a wish to teach the newest knowledge within brand management, while at the same time grounding it in relevant scientific traditions.

The different brand approaches will be transformed into practical tools throughout the course, hence theory will be connected to practice. The course will give insights into different perspectives on brand management, and the interplay between consumer behaviour, brand communication, and mainstream culture.

In broad terms, the objective of this course is to develop a managerial perspective regarding brand management and the strategic role of branding. Our emphasis will be on the decisions associated with the formulation and implementation of brand management strategy in a strategic marketing context. 

More specifically, the course is designed to:

•   Enhance your understanding of brand management and the interaction with the whole organization

•  Enhance your understanding of the context of brand management

•  Share new insights and ground them in academic traditions

•  Demonstrate how different mindsets create different practices

•   Provide you with an insight into the chronological development of brand management enabling you to ponder the future of brand management in a more informed way

•   Provide you with a tool box of theories and methods in order to understand the role of consumers in creating successful branding strategies

•   Heding, T., Knudtzen, C. F. & Bjerre, M. (2016), Brand Management – Research, Theory, and Practice, Routledge, London (315 pages)
A selection of relevant academic articles