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2014/2015  BA-BHAAI1002U  Brand management

English Title
Brand management

Course information
Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration Summer
Course period Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Course instructor - Dr. Lars Bergkvist, University of Nottingham Ningbo China
    Patricia Plackett - MPP
Main academic disciplines
  • Management
  • Marketing
Last updated on 12-02-2014
Learning objectives
At the end of the course the student should be able to:
  • Understand what a brand is and its strategic significance for the firm or organization
  • Understand the components that managers can use to build brand equity and the theories and models of how this takes place in consumers’ minds.
  • Understand different approaches to measuring brand equity.
  • Have a broad comprehension of concepts, theories, and models to analyze the role of brands in consumers’ lives.
  • Apply this knowledge in the management of brands.
Prerequisites for registering for the exam
Number of mandatory activities: 1
Examination
4-hour written exam:
Exam ECTS 7,5
Examination form Written sit-in exam
Individual or group exam Individual
Assignment type Written assignment
Duration 4 hours
Grading scale 7-step scale
Examiner(s) One internal examiner
Exam period Summer Term
Aids allowed to bring to the exam Limited aids, see the list below and the exam plan/guidelines for further information:
  • Allowed dictionaries
Make-up exam/re-exam
Same examination form as the ordinary exam
If the number of registered candidates for the make-up examination/re-take examination warrants that it may most appropriately be held as an oral examination, the programme office will inform the students that the make-up examination/re-take examination will be held as an oral examination instead.
Course content and structure
Building strong brands is one of the core activities in marketing and all marketing activities should have as one of its goals to maintain or increase the brand’s equity. Therefore, it is important that students wishing to pursue a career in marketing have a basic understanding of brand management and what brands mean to consumers. This course will look at brands both from the perspective of the marketing manager and from the perspective of the consumer.
 
For the Preliminary Assignment students have to choose a brand and analyze its positioning. Their analysis should be written up as a brief (max. 2 pages) report. This will require students to read selected pages from the textbook and to apply the theories to a practical case. For the Mandatory Mid-Term Assignment students will be given a brief examination with two questions based on the material in the first four chapters of the textbook.

Class Schedule
ClassTopic
Class 1Introduction: Brands and Brand Management
Class 2Customer-Based Brand Equity
Class 3Brand Positioning
Preliminary Assignment: Brand Positioning
Class 4Choosing Brand Elements to Build Brand Equity
Class 5Designing Marketing Programs to Build Brand Equity
Mandatory Mid-term Assignment
Class 6IMC Build Brand Equity; Leveraging Secondary Brand Associations to Build Brand Equity
Class 7Measuring and Managing Brand Equity
Case: Manchester Products: A Brand Transition Challenge (HBS 4044)
Class 8Brands and Consumers’ Need for Self-Expression
Class 9Luxury Brand Management
Class 10Branding Strategies
Class 11Comprehensive Review
Teaching methods
This course will be made up of a mixture of lectures, case discussions, and discussions of current brand management topics.
Further Information
Preliminary Assignment: To help students get maximum value from ISUP courses, instructors provide a reading or a small number of readings or video clips to be read or viewed before the start of classes with a related task scheduled for class 3 in order to 'jump-start' the learning process.
Expected literature
Textbook (mandatory):
Keller, Kevin Lane (2012), Strategic Brand Management. Building, Measuring, and Managing Brand Equity (Fourth Edition). Upper Saddle River, New Jersey: Pearson Education Inc.
(600 pages.)
 
Journal articles (optional):
Aaker, Jennifer L. (1997), "Dimensions of Brand Personality," Journal of Marketing Research, 34 (August), 347-56.
Chernev, Alexander, Ryan Hamilton, and David Gal (2011), "Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding," Journal of Marketing, 75 (May), 66-82.
Dawar, Niraj (2004), "What Are Brands Good For?," Sloan Management Review, 46 (Fall), 31-7.
Dunn, Michael J. and Robert Searle (2010), "Effect of Manipulated Prestige-Car Ownership on Both Sex Attractiveness Ratings," British Journal of Psychology, 101 (February), 69-80.
Griskevicius, Vladas, Joshua M. Tybur, and Bram Van den Bergh (2010), "Going Green to Be Seen: Status, Reputation, and Conspicuous Conservation," Journal of Personality and Social Psychology, 98 (March), 392-404.
Han, Young Jee, Joseph C. Nunes, and Xavier Drèze (2010), "Signaling Status with Luxury Goods: The Role of Brand Prominence," Journal of Marketing, 74 (July), 15-30.
Hoeffler, Steve and Kevin Lane Keller (2003), "The Marketing Advantages of Strong Brands," Journal of Brand Management, 10 (6), 421-45.
Joachimsthaler, Erich and David A. Aaker (1997), "Building Brands Without Mass Media," Harvard Business Review, 75 (January-February), 39-50.
Keller, Kevin Lane, Brian Sternthal, and Alice Tybout (2002), "Three Questions You Need to Ask About Your Brand," Harvard Business Review, 80 (September), 80-6.
Melnyk, Valentyna, Kristina Klein, and Franziska Völckner (2012), "The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries," Journal of Marketing, 76 (November), 21-37.
Muñiz, Albert M., Jr. and Thomas C. O'Guinn (2001), "Brand Community," Journal of Consumer Research, 27 (March), 412-32.
Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), "Strategic Brand Concept-Image Management," Journal of Marketing, 50 (October), 135-45.
Park, Ji Kyung and Deborah Roedder John (2010), "Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?," Journal of Consumer Research, 37 (December), 655-69.
Saad, Gad and John G. Vongas (2009), "The Effect of Conspicuous Consumption on Men’s Testosterone Levels," Organizational Behavior and Human Decision Processes, 110 (November), 80-92.
Schneider, Joan and Julie Hall (2011), "Why Most Product Launches Fail," Harvard Business Review, 89 (April), 21-3.
Sundie, Jill M., Douglas T. Kenrick, Vladas Griskevicius, Joshua M. Tybur, Kathleen D. Vohs, and Daniel J. Beal (2011), "Peacocks, Porsches, and Thorstein Veblen: Conspicuous Consumption as a Sexual Signaling System," Journal of Personality and Social Psychology, 100 (April), 664-80.
Wilcox, Keith, Hyeong Min Kim, and Sankar Sen (2009), "Why Do Consumers Buy Counterfeit Luxury Brands?," Journal of Marketing Research, 46 (April), 247-59.
Last updated on 12-02-2014