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2023/2024  BA-BHAAV6033U  Brand Management (Online)

English Title
Brand Management (Online)

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Start time of the course Autumn, First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Max. participants 100
Study board
Study Board for BSc in Economics and Business Administration
Course coordinator
  • Gülen Sarial Abi - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Management
  • Marketing
Teaching methods
  • Online teaching
Last updated on 08-02-2023

Relevant links

Learning objectives
At the end of the course, the successful student will be able to:
  • Reflect on the main concepts and the purpose of branding.
  • Analyse brand concepts in real-life setting by articulating the context of and the rationale for the application.
  • Discuss the process and methods of brand management, including how to establish brand identity and build brand equity.
  • Generate effective branding strategies for consumer and/or business products/services with the insights from marketing research.
  • Conduct a brand audit using both primary and secondary sources and propose strategic recommendations based on the audit results.
  • Compose, assess, and incorporate individual input to produce effective project output.
Course prerequisites
Brand Management:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 15 pages
Additional rules about the size of the written product will be announced in class.
Assignment type Project
Release of assignment Subject chosen by students themselves, see guidelines if any
Duration Written product to be submitted on specified date and time.
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
If a student misses the deadline for handing in the exam or fails to pass the exam, the student will be required to do a new Brand Audit project that is assigned by the course coordinator for a new brand within the defined deadline of the make-up or the re-exam.
Description of the exam procedure

The course culminates in a Brand Audit project that provides a systematic way to inventory current brand assets and develop strategy. The project requires students to select an existing brand for which they conduct their own consumer research and apply their learnings from the course in order to assess the current state of the brand and provide recommendations for the brand going forward. 


More detailed information about the Brand Audit project will be provided during the course. 

Course content, structure and pedagogical approach

How does a company develop and fit together a brand portfolio? How can the value of a brand be measured? How does one develop a strong brand that is competitive in business and at the same time contributes to the society? Why do some brands fade away quickly? Why do some brands have such loyal followers? How should brands be managed over time and across different geographic areas? This course is designed to explore the concepts and tools that will help you answer these questions.


Brands are among the most valuable assets of a company. A strong brand can have a significant impact on consumer purchasing decision by communicating the value of and providing differentiation for products and services. Thus, effective brand management is critical to maintaining the long-term profitability of products and services. Moreover, effective brand management is critical for a better world as brands can have roles in recognising and resolving world's challenges (e.g., climate concerns, sustainability, social issues, health and well-being).


While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. Becoming familiar with the relevant theories and models of branding can help managers make better branding decisions by having deep business knowledge placed in a broad context (e.g., across boundaries, across time). Moreover, with the arrival of many interactive data management and communications tools, there are also growing challenges as well as opportunities in the process of branding. Hence, it is important to be analytical with the insights from market. 


This course aims to develop students’ understanding of the importance of brand equity as well as how to build, measure, and manage brand equity. It will cover topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, ways to leverage brand equity, strategies in managing brand portfolios, and management of brands over time, geographic boundaries, and market segments. The content of this course is divided into four learning modules:


Module 1: Understanding Brand


            This module gives a basic overview of branding. It covers what a brand is, why brands matter, characteristics of strong brands, and other fundamental concepts of branding. This module aims to familiarize the students with the key conceptual foundation of developing and managing a strong brand. 


Module 2: Developing Brand


            This module introduces the process of crafting a brand. It covers ways of developing brand elements, creating brand associations, and introducing a new brand, and designing marketing programs that effectively communicate the desirable brand identity to target markets. 


Module 3: Evaluating Brand


            This module reviews the methods of measuring and interpreting brand performance. It covers typical approaches of assessing brand equity, especially from a consumer perspective. It also offers both qualitative and quantitative tools for measuring brand image and strength.


Module 4: Managing Brand


            This module focuses on the management of brands over time, geographic areas, and market segments. It covers the strategies for more established brands as they attempt to grow and stay relevant over time by examining the concepts and tools in brand extensions, consumer-brand relationships, strategic alliances, brand portfolios, global branding, and brand repositioning. 


The learning modules aim the students to be able to understand how brands can (1) create prosperity, not only for business purposes but also for the general well-being of the society, (2) grow by relearning from their current positioning in the marketplace, and (3) create value from global connections for the local communities they exist.  


Description of the teaching methods
The course uses online learning as a teaching method. The course material will be delivered online with a combination of pre-recorded video lectures and live lectures. Accordingly, teaching material includes online lectures, individual and group work, and discussions.

The course is highly interactive with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Feedback will be provided as part of the teaching in the form of dialogue between students and the teacher. It will be possible to receive ongoing feedback from the teacher regarding the different parts of the brand audit project during the course. At the end of the course, it will also be possible to receive feedback on the exam papers in written format and related to the performance of the student compared to the learning objectives.
Student workload
Course activities including preparation 120 hours
Examination including preparation 86 hours
Expected literature

As a reference course book, the course will use Strategic Brand Management: Building, Measuring, and Managing Brand Equity by Kevin Lane Keller and Vanitha Swaminathan, Pearson, Global Edition. 


However, the discussions and course material will not be limited to only the course book. More readings will be assigned during the term. 


As supplementary material, there are several books that provide useful perspectives and ideas on brand management: Aaker's Managing Brand Equity,Building Strong Brands, and Brand Leadership (with Erich Joachimsthaler), and Kapferer's The New Strategic Brand Management


For current industry information, The Wall Street Journal, Business Week, Fortune, Forbes, and The Economist have marketing articles that frequently deal with brand issues. Students can also stay up to date through alerts from WSJ’sCMO Today and MediaREDEF. ADWEEK is the industry trade publication, which students can also follow. 

Last updated on 08-02-2023