• 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 a deep and varied knowledge of brand management and the role of this management discipline in a modern business. 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 will start with an introduction to general branding models and definitions as well as embed the discipline in a broader management setting.

The core of the course rests upon a thorough and scientific way of applying knowledge of brand management via knowledge of different schools of thought – namely the seven brand approaches described in the main text book of the course. The insight from the brand approaches will be supplied by an insight into the most recent development in brand management.

The different brand approaches will be transformed into practical tools throughout the course, hence theory will be connected to practice. Practice will be further elaborated on by guest lecturers.

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 related branding strategies and the interaction with the whole organization

•   Give you a good understanding of the nature of organisational processes and their influence on brand management.

•   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)
Compendium of extracts from the following textbooks:
•   Keller, K. L. (2003), Strategic Brand Management, Prentice Hall
•   Davis, S. M. & Dunn, M. (2002), Building the Brand-Driven Business, Jossey-Bass Davies
•   Kapferer, J-N (2008), The new strategic brand management : Creating and sustaining brand equity long term, Kogan Page, London
A selection of relevant academic articles