• Demonstrate a full understanding of the tools and concepts presented during the course
• Understand and explain relationships between different brand governance managerial tools in relation to branding strategy
• Relate brand management tools to corporate strategy and customer value creation
• Critically reflect on the implications of the increased emphasis of concepts of value creation and experience economy for management control systems
• Demonstrate an understanding of and ability to devise relevant performance management systems
• Reflect on different approaches to strategy and its implications for managing brands
• Discuss the choice and formulation of Key Performance Indicators
• Explain and reflect on the competing priorities between areas of brand governance

Aim of the course
Brand Governance is the set of processes, policies, norms, laws and institutions affecting the way a brand is managed and controlled. It concerns the establishment of internal norms and standards, encompassing processes, policies and people, central to the establishment of consistent management, cohesive policies, procedures and decision-rights in relation to brands. It isimplemented to ensure greater accountability for the brand management processes, both in relation to shareholders and investors and to the firm’s other strategic stakeholders.

The course will prepare students for exercising managementcontrol of brand strategy implementation within the organization. Building on many of the models and concepts in branding literature students are equipped with a toolbox of different tools for management control of branding strategy. Emphasis is on the challenges of coordinating and aligning priorities in the following areas in relation to brands: market orientation metrics, financial performance, organizational performance and legal protection. The primary objective of the course is to give the student an understanding of the managerial challenges associated with stabilizing a branding strategy internally.

Various articles