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2023/2024  KAN-CCMVI2133U  Strategic Brand Management in a Dynamic World

English Title
Strategic Brand Management in a Dynamic World

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration Summer
Start time of the course Summer
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 30
Max. participants 60
Study board
Study Board for cand.merc. and GMA (CM)
Course coordinator
  • Sylvia von Wallpach - Department of Marketing (Marketing)
Main academic disciplines
  • Communication
  • Marketing
  • Strategy
Teaching methods
  • Blended learning
Last updated on 22-11-2023

Relevant links

Learning objectives
At the end of the course, the excellent student should be able to
  • Demonstrate a thorough understanding of the discussed branding approaches
  • Critically reflect upon and compare different branding approaches
  • Discuss practical implications and limitations of various branding approaches
  • Identify and address brand-related issues in concrete case situations, using models and frameworks related to the different theoretical perspectives
  • Follow academic conventions in the written presentation 
Course prerequisites
Completed Bachelor degree or equivalent. Suggested previous introductory marketing course.
Strategic Brand Management in a Dynamic World:
Exam ECTS 7,5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Summer
Aids Open book: all written and electronic aids, including internet access
Read more here about which exam aids the students are allowed to bring and will be given access to : Exam aids and IT application package
Make-up exam/re-exam
Same examination form as the ordinary exam
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
4-hours written sit-in.
Course content, structure and pedagogical approach

This course focuses on the multifaceted and evolving nature of branding in today's business and organizational landscape. It highlights the value of brands as an organizational asset in a competitive and dynamic world and cultivates knowledge and insight into the processes involved in establishing and sustaining brands within ever-changing environments.


As such, the course exposes students to, and equips them for, a complex branding reality in which multiple interpretations of the concept “brand” and multiple strategic approaches to managing this asset exist.


Students will be introduced to the most notable theoretical branding approaches and will acquire an understanding of how to manage brands based on the specific branding approach they choose to embrace.


The theoretical discussion will be enriched by insights from both brand scholars and professionals, and it will be reinforced through practical applications of various branding approaches to real-world branding scenarios.


Session 1: Why do brands matter?

Session 2: The evolution of brand management: Brand management paradigms

Session 3: Brands as experiences

Session 4: Brands as knowledge

Session 5: Brands as identities

Session 6: Brands as persons and relationship partners

Session 7: Brands as cultural icons

Session 8: Brands as processes


Peer reviewing activity


Session 9: Rethinking core brand constructs in dynamic terms: Brand co-creation & brand communities

Session 10: Rethinking core brand constructs in dynamic terms: Dynamic brand meaning & identity

Session 11: Comprehensive discussion and Q&A



Description of the teaching methods
The course uses blended learning, that is, a combination of 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 will be used to its fullest potential.

The course consists of online lectures and materials, online/offline case-based and general discussions, and online peer-reviewed assignments. The class is highly interactive with a corresponding expectation that students engage in these interactions.
Feedback during the teaching period
Students receive feedback on the preliminary assignment as well as during various activities in class. Furthermore, peer-to-peer feedback will be enabled.
Student workload
Preliminary assignment 20 hours
Classroom attendance 30 hours
Preparation 129 hours
Feedback activity 7 hours
Examination 20 hours
Further Information

 3-week course that cannot be combined with other courses.


Preliminary Assignment: The course coordinator uploads Preliminary Assignment on Canvas at the end of May. It is expected that students participate as it will be included in the final exam, but the assignment is without independent assessment and grading.

Expected literature

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


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


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


Hatch, M.J. and M. Schultz (2010), Toward a Theory of Brand Co-creation with Implications for Brand Governance, Journal of Brand Management, 17 (8), pp. 590-604.


Holt, D.B. (2002), Why Do Brands Cause Trouble? A Dialectic Theory of Consumer Culture and Branding, Journal of Consumer Research, 29 (1), pp. 70-90.


Keller, K.L. (1993), Conceptualizing, Measuring and Managing Customer-based Brand Equity, Journal of Marketing, 57 (January), pp. 1-22.


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.


Muñiz Jr., A. M., and T. C. O'Guinn (2001), Brand Community, Journal of Consumer Research, 27 (4), pp. 412-432.


Last updated on 22-11-2023