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2023/2024  KAN-CBCMO1009U  Perspectives in Strategic Brand Management

English Title
Perspectives in Strategic Brand Management

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Autumn, Second Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Richard Gyrd-Jones - Department of Marketing (Marketing)
  • Stefan Markovic - Department of Marketing (Marketing)
  • Sylvia von Wallpach - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
Teaching methods
  • Blended learning
Last updated on 29-11-2023

Relevant links

Learning objectives
The course supports students in understanding the “brand” concept from different theoretical perspectives and in developing the ability to manage brands in accordance with the adopted branding approach. The goal is to equip students with relevant knowledge for contributing to the academic branding discourse and for pursuing a career as “state of the art” branding expert.
  • Understand, reflect upon and contrast different branding approaches
  • Identify and discuss the significance of the epistemological assumptions underlying each approach
  • Identify and discuss practical implications and limitations of various branding approaches
  • Define and analyse brand issues using and interrelating the models and frameworks of the different theoretical perspectives, and design viable action plans to address the identified issues
  • Identify and reflect upon the managerial, stakeholder and societal issues associated with brand co-creation practices
  • Follow academic conventions in your written presentation
Perspectives in Strategic 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
Assignment type Report
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 2 weeks to prepare
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
Course content, structure and pedagogical approach

This course confronts students with and prepares them for a complex branding reality in which the concept of “brand” can have many meanings. Brands are valuable resources in a competitive environment, be it for for-profit or not-for-profit organizations, for people, communities and places. As the brand concept becomes used more widely, ways of managing brands become more complex and meanings more diverse.

In this course students will be confronted with the most renowned theoretical branding approaches and will learn how brands ought to be managed depending on the branding approach they adopt.

The theoretical discussion will be complemented with input from brand academics and practitioners as well as with hands-on applications of different branding approaches to actual branding cases.


Aim of the course

The course Perspectives on Strategic Brand Management is one of two foundational courses for the BCM concentration. The course will prepare students who want to work with brands in different contexts in their future career. It provides the basis for development of knowledge and understanding of how brands are created and maintained in relation to multiple stakeholders in dynamic environments and prepares the student for a challenging career in branding.

Description of the teaching methods
The course uses blended learning: that is, we combine online material and lectures with in-class discussions and workshops. Blended learning (the mix of online and offline platforms) creates a powerful leaning environment for students, which we intend to use to its fullest potential.

The course consists of online lectures and materials, case discussions, and online/offline case-based and general discussions, and online peer graded assignments. The class is highly interactive both online and offline with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Presentations, peer-to-peer feedback and feedback from the professors is a central part of this course. This requires active participation from students. Each week groups will make presentations of key literature. Two groups are assigned to one key article and are expected to comment on each other's presentation. Presentations are then discussed with the professors in a plenary. The aim of the exercise is to increase the students' ability to read, understand and apply academic articles to key topics in the course.
Student workload
Teaching 30 hours
Preparation 126 hours
Exam 50 hours
Expected literature

Indicative literature (more literature will be announced upon enrollment):

  1. Louro M.J. and P.V. Cunha (2001), Brand Management Paradigms, Journal of Marketing Management, 17, pp. 849-875.

  2. Merz, M., He, Y., and S.L. Vargo (2009), The Evolving Brand Logic: A Service-dominant Logic Perspective, Journal of the Academy of Marketing Science, 37 (3), pp. 328-344.

  3. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of Marketing, 73(3), 52-68.

  4. Da Silveira, C., Lages, C., & Simões, C. (2013). Reconceptualizing brand identity in a dynamic environment. Journal of Business Research, 66(1), 28-36.

  5. Aaker, J.L. (1997), Dimensions of Brand Personality, 34 (3), pp. 347–356.

  6. Fournier, S. (1998), Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, 24 (4), pp. 343-353.

  7. McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.

  8. Holt, D. B. (2006). Jack Daniel's America: Iconic brands as ideological parasites and proselytizers. Journal of Consumer Culture, 6(3), 355-377.

  9. Ind, N., Iglesias, O., & Markovic, S. (2017). The co-creation continuum: From tactical market research tool to strategic collaborative innovation method. Journal of Brand Management24(4), 310-321.

  10. Markovic, S., & Bagherzadeh, M. (2018). How does breadth of external stakeholder co-creation influence innovation performance? Analyzing the mediating roles of knowledge sharing and product innovation. Journal of Business Research88, 173-186.

Last updated on 29-11-2023