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2013/2014  KAN-CM_SU6G  Global Brand Management (Intensive)

English Title
Global Brand Management (Intensive)

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Course period Summer
6 week course (3 weeks of classes, 3 weeks of exam). Please check www.cbs.dk/summer for the course schedule.
Time Table Please see course schedule at e-Campus
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Course instructor - Marc Fetscherin, Rollins College
    Patricia Plackett - Department of Operations Management (OM)
Main academic disciplines
  • Globalization, International Business, markets and studies
  • Marketing
Last updated on 08-04-2014
Learning objectives
At the end of this course students should be able to demonstrate a sound understanding of the following:
  • Brands and Brand Management: This deals with questions like what is a brand? Why do brands matters? Can everything be branded? What are the strongest brands? Branding challenges and opportunities? The brand equity concept and strategic brand management process.
  • Understanding Customer-Based Brand Equity: Sources of brand equity: Brand awareness and brand image. How to build a strong brand. Creating customer value.
  • Brand Positioning: Identifying and establishing brand positioning. Internal branding, brand audits such as brand inventory and brand exploratory.
  • Choosing Brand Elements to Build Brand Equity: What are the criteria of choosing a brand element? Options and tactics of brand elements such as brand names, logos and symbols or slogans.
  • Designing Marketing Programs and Brand Equity: Product strategy, pricing strategy and channel strategy and how they relate to branding.
  • Secondary Brand Associations Brand Equity: Creating brand associations, country of origin, co-branding, licensing. •Brand Equity Measurements: Brand value chain, designing brand tracking studies, establishing a brand equity management system.
  • Customer Based Brand Equity: Qualitative research techniques, quantitative research techniques such as awareness, brand image, brand responses and brand relationships. Comprehensive models of consumer based brand equity such as brand dynamics and equity engine.
  • Company Based Brand Equity: Comparative methods such as brand based vs. marketing based comparative approaches, conjoint analysis. Holistic methods such as residual vs. valuation approaches. •Brand Strategies: Brand architecture, brand hierarchy, designing a branding strategy.
  • New Products and Brand Extension: Advantages and disadvantages of brand extensions, understanding how customers evaluate brand extensions, evaluating brand extension opportunities.
  • Place Branding: How to measure, manage and build place brands such as city brand, regional brand or nation brand.
  • Human Branding: How to measure, manage and build human brands such as CEO brand, your own brand, celebrity brands and their importance.
Course prerequisites
•Graduate students
•For fully benefiting from this course, students should have the following pre-knowledge: Introduction to International Business or Marketing, good communication skills in English.
Prerequisites for registering for the exam
Requirements about active class participation (assessed approved/not approved)
Mandatory Mid-term Assignments: Oral presentation in class in group.
Home project assignment:
Examination form Home assignment - written product
Individual or group exam Group exam, max. 5 students in the group
Size of written product Max. 15 pages
Assignment type Written assignment
Duration Written product to be submitted on specified date and time.
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
This course is an advanced course in marketing with a special focus on brand Management. It is organized around the product and brand management decisions that must be made to build, measure, and manage brand equity. The focal objectives are 1) to increase understanding of the important issues in planning and evaluating brand strategies and 2) to provide the appropriate theories, models, and research tools to make better branding decisions. The course is founded on basic marketing principles with particular emphasis on branding. In this course you will learn the role of brands, the concepts of brand equity, ways to build brand equity, different approaches to measuring it and how to implement a brand measurement system, alternative brand strategies, brand hierarchy and brand portfolio management, the difference between nation, -corporate and -product branding, family brands, individual brands and sub-brands among others.

The course's development of personal competences:

  • Team work for Harvard Business School cases
  • Analytical and communication skills for case presentation
Teaching methods
• Lecture and class discussion (e.g., chapter discussion, article discussion)
• Video and case study discussions (Harvard Business School Cases, Video Cases)

Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings to be read before the start of classes with a related task or tasks in the first two classes in order to 'jump-start' the learning process. Read Chapter 1,2,3,4 and 5 of the book "Strategic Brand Management", Kevin Lane Keller, Prentice Hall, 3rd Edition, 2008, ISBN 978-0-13-188859-3. Visit the companion website: http:/​/​prenhall.com/​kevinlanekeller
Expected literature
Course Text Book
  • [SBM] Strategic Brand Management, Kevin Lane Keller, Prentice Hall, 3rd Edition, 2008, ISBN 978-0-13-188859-3. Visit the companion website: http://prenhall.com/kevinlanekeller
Articles to read during the course
  • Interbrand (2007), All brands are not created equal, Report (reading Chapter 1)
  • Interbrand (2007), Made in China – Brand Study, Report (reading Chapter 1)
  • MillwardBrown (2007), Brandz, Top 100 Most Powerful Brands, Report (reading Chapter 1)
  • Guzman, F. (2004), A brand building literature review (reading Chapter 1)
  • Brand Association Map (reading Chapter 2)
  • Conceptual Brand M@apping - Web Based Approach (reading Chapter 3)
  • Fetscherin, M., Toncar, M. (2010), The effects of the country of brand and the country of manufacturing of automobiles: An Experimental Study of U.S. Consumers’ Brand Personality Perceptions, International Marketing Review, Vol. 27, No. 2, p. 164-178 (reading Chapter 7)
  • Fetscherin, M., Beutenmueller, P. (2012), Geely’s Internationalization and Volvo’s Acquisition, in Chinese International Investments, I. Alon, M., Fetscherin, P., Gugler (Eds), Palgrave, P. 374-388.
  • Fetscherin, M., Sardy, M. (2008), Chinese Brands: Build or Buy Considerations, International Journal of Chinese Culture and Management, 1(4), p. 418-438
  • Chinen, K. C., Enomoto, C. E. and Costley, D. L. (2000), The country of origin effect on Toyotas made in Japan, the USA and Mexico, Journal of Brand Management, Vol. 8, No. 2, p. 139-148 (reading Chapter 7)
  • Fetscherin, M., Usunier, J-C. (2012), Corporate Branding: An Interdisciplinary Literature Review, European Journal of Marketing, Vol. 46(5), P. 733 - 753.
  • Fetscherin, M., Toncar, M. (2009), Valuating Brand Equity and Product Related Attributes in the Context of the German Automobile Market, Journal of Brand Management, Vol. 17, No. 2, p. 134-145 (reading Chapter 9)
  • Fetscherin, M., Alon, I., Little, R., Chan, A. (2012). In China? Pick Your Brand Name Carefully, Harvard Business Review, September, P. 706.
  • Chandon, P. (2003), Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value, INSEAD Report (reading Chapter 9)
  • Rothschild, N., Alon, I. Fetscherin, M. (2012), The Importance of the Historical Tang Dynasty in Place Branding Contemporary Xi'an, Journal of Management History , Vol. 18(1), P. 96 - 104.
  • Schlegel, F., Jacot, O., Fetscherin, M. (2011), Science Diplomacy with Swissnex China: A Swiss Nation Brand Initiative, Journal of Place Branding and Public Diplomacy, Vol. 7, P. 289-298..
  • Fetscherin, M. (2010), The Measurement and Determinants of a Country Brand: The Country Brand Strength Index, International Marketing Review, Vol. 27(4), P. 466-479.
Next to the above, students need to buy and read the Harvard cases for this course and I reserve the right to add other journal articles when necessary.
Last updated on 08-04-2014