Visualisation plan de cours
2026 / 2027
EM023M16
Strategic Brand Management
Programme
PGE VISITANTS
Semestre
B
Coefficient
5
Volume horaire
Face à face : 27 H
Travail personnel indicatif : 54 H
Discipline
Marketing
Nombre de places
45
Cours ouvert aux étudiants visitants
Oui
Langue d'enseignement
Anglais
Responsable
HENRY
Discipline
Marketing
Descriptif
More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand name associated with their products or services. Since brands are intangible assets, creating and nurturing a strong brand is a challenge, particularly in fast-moving consumer goods, technological and luxury goods and in international markets, where brand identity and image can have a dramatic impact on purchasing decisions. In this course, we will examine marketing strategies from a branding perspective, and address the most important issues involved in maximizing the value of existing brands and in building strong brands.The course covers topics such as: creating brand positioning, measuring brand equity, using brand equity to expand a business, understanding brand management in order to deliver sustained customer value and create brand loyalty.
This course provides an overview of the ways in which brands are conceived, developed, launched, nurtured, and protected. It focuses on imparting techniques and strategies for developing brands, long-term.
The course will combine the most recent brand management knowledge with practical application, and develop a framework for understanding the essential ingredients of effective marketing of brands.
MAC
Auditer et évaluer des pratiques managériales/Audit and evaluate managerial practices
5 ECTS
Contribution pédagogique du cours au programme
Develop impactful management using the latest knowledge and tools in the fields of management |
|---|
| Design solutions adapted to organizational problems by applying relevant methodologies |
Develop advanced managerial skills for responsible leadership |
| Co construct a managerial and organizational culture through collaboration and team projects |
| Defend own ideas effectively, both orally and in writing, with a professional attitude |
Practice impactful management in a multicultural and international environment, driven by a "European mindset" |
| Communicate in a professional context in (foreign) languages, in writing and/or orally |
Objectifs pédagogiques - COGNITIVE DOMAIN
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
- use business models to effectively design and lead business strategies.
- provide an understanding of personal conclusions on innovative and sustainable business models supported by research and clear rationale.
- examine (critically) the concept of business model, and its significant role in a company’s strategy, effective management practice and overall success
- develop the ability to assess the strengths and limitation of various business models, and determine their appropriate use, and explain why.
Objectifs pédagogiques — Objectifs de développement durable (ODD)
ODD portés par la politique RSO de l'EM.
Plan / Sommaire
Session 1
BRANDS WHAT FOR?
1. The origins of brand and branding
2. The brand functions
Readings
- Breneiser, J.E., Allen, S.N. (2010). Taste Preference for Brand Name versus Store Brand Sodas. North American
Journal of Psychology, 13 (2), 281-290
Workshop
Food for thought
- Le Monkhouse L., Barnes B.R., Hanh Pham, T.S. (2013). Measuring Confucian values among East Asian
Consumers: a four countries study. Asia Pacific Business Review, 19 (3), 320-336
Session 2
THE TRIPLE BRAND CONTRACT
1. Legal
2. Time perspective
3. Emotional
Readings
- Dawar, N., Bagga, C. (2015), A Better Way to Map Brand Strategy, Harvard Business Review, June
Workshop
Session 3
WHAT MAKES STRONG BRANDS?
1. Brand image, brand identity and brand DNA
2. Assessing customers’brand sensitivity through conjoint analysis
Readings
- Haire, M. (1950), Projective Techniques in Marketing Research, Journal of Marketing, April, Volume 14, 649-656
- Stöckigt, G., Schiebener, J., Brand, M. (2018). Providing sustainability information in shopping situations contributes
to sustainable decision making: An empirical study with choice-based conjoint analyses. Journal of Retailing and
Consumer Services, vol. 43, 188-199
Workshop
Assessing a brand’s identity
Session 4
BRAND EQUITY and BRAND VALUE
1. Brand is power: CBBE
2. Brand is value: FBBE
Readings
- Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations:
Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602
Case study
Chailan, C. (2018). Bacardi vs Pernod-Ricard: Havana Club Rum Guerilla
Food for thought
- Supplementary note 2: BrandZ report 2015
- Supplementary note 3: Kantar brand footprint 2015
- Supplementary note 4: Lambin on conjoint analysis
Case study
Session 5
THE BRAND TERRITORY
1. The brand territory concept
2. Brand architecture and brand extensions
3. Brand portfolio
4. Co-branding
Readings
- Strebinger A. (2004). Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model. Advances in
Consumer Research, vol. 31, 656- 661
Case study
Avery, J., Junker, T., Beyerddorfer, D. (2016). Longchamp. HBP 9-316-086
Food for thought
-
Session 6
BRANDS IN AN INTERNATIONAL SETTING
1. Brands and internacionalisation: the strategic options
2. Country-of-Origin as a distinctive advantage
Readings
-
Workshop
Case study
L’Oréal Global Brand
Session 7
1. Strategies for LIC:Recruitment and education
2. Strategies for HIC:Hypersegmentation
Case study
- Eyring, M.J., Johnson, M.W., Nair, H. (2011), New Business Models in Emerging Markets, Harvard Business Review,
Jan-Feb, 89-95
Session 8
BRANDS AND THE PASSING OF TIME
1. Is the lifecycle relevant for brands?
2. Brands’ revitalization process
3. Relaunching old brands
Workshop
Brands from the past?
Case study
Session 9
FUTURE CHALLENGES FOR BRANDS
1. Brand dilution
2. Counterfeiting
3. Branding in a sustainable perspective
Readings
- Cuervo Cazurra, A. (2016). Corruption in International Business. Journal of World Business, 51 (1), 35-49
Case study
CASE STUDY FINAL PRESENTATION
FINAL EXAM
BRANDS WHAT FOR?
1. The origins of brand and branding
2. The brand functions
Readings
- Breneiser, J.E., Allen, S.N. (2010). Taste Preference for Brand Name versus Store Brand Sodas. North American
Journal of Psychology, 13 (2), 281-290
Workshop
Food for thought
- Le Monkhouse L., Barnes B.R., Hanh Pham, T.S. (2013). Measuring Confucian values among East Asian
Consumers: a four countries study. Asia Pacific Business Review, 19 (3), 320-336
Session 2
THE TRIPLE BRAND CONTRACT
1. Legal
2. Time perspective
3. Emotional
Readings
- Dawar, N., Bagga, C. (2015), A Better Way to Map Brand Strategy, Harvard Business Review, June
Workshop
Session 3
WHAT MAKES STRONG BRANDS?
1. Brand image, brand identity and brand DNA
2. Assessing customers’brand sensitivity through conjoint analysis
Readings
- Haire, M. (1950), Projective Techniques in Marketing Research, Journal of Marketing, April, Volume 14, 649-656
- Stöckigt, G., Schiebener, J., Brand, M. (2018). Providing sustainability information in shopping situations contributes
to sustainable decision making: An empirical study with choice-based conjoint analyses. Journal of Retailing and
Consumer Services, vol. 43, 188-199
Workshop
Assessing a brand’s identity
Session 4
BRAND EQUITY and BRAND VALUE
1. Brand is power: CBBE
2. Brand is value: FBBE
Readings
- Koll, Oliver; von Wallpach, Sylvia; Kreuzer, Maria (2010). Multi-Method Research on Consumer-Brand Associations:
Comparing Free Associations, Storytelling, and Collages. Psychology and Marketing, 27 (6): 584-602
Case study
Chailan, C. (2018). Bacardi vs Pernod-Ricard: Havana Club Rum Guerilla
Food for thought
- Supplementary note 2: BrandZ report 2015
- Supplementary note 3: Kantar brand footprint 2015
- Supplementary note 4: Lambin on conjoint analysis
Case study
Session 5
THE BRAND TERRITORY
1. The brand territory concept
2. Brand architecture and brand extensions
3. Brand portfolio
4. Co-branding
Readings
- Strebinger A. (2004). Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model. Advances in
Consumer Research, vol. 31, 656- 661
Case study
Avery, J., Junker, T., Beyerddorfer, D. (2016). Longchamp. HBP 9-316-086
Food for thought
-
Session 6
BRANDS IN AN INTERNATIONAL SETTING
1. Brands and internacionalisation: the strategic options
2. Country-of-Origin as a distinctive advantage
Readings
-
Workshop
Case study
L’Oréal Global Brand
Session 7
1. Strategies for LIC:Recruitment and education
2. Strategies for HIC:Hypersegmentation
Case study
- Eyring, M.J., Johnson, M.W., Nair, H. (2011), New Business Models in Emerging Markets, Harvard Business Review,
Jan-Feb, 89-95
Session 8
BRANDS AND THE PASSING OF TIME
1. Is the lifecycle relevant for brands?
2. Brands’ revitalization process
3. Relaunching old brands
Workshop
Brands from the past?
Case study
Session 9
FUTURE CHALLENGES FOR BRANDS
1. Brand dilution
2. Counterfeiting
3. Branding in a sustainable perspective
Readings
- Cuervo Cazurra, A. (2016). Corruption in International Business. Journal of World Business, 51 (1), 35-49
Case study
CASE STUDY FINAL PRESENTATION
FINAL EXAM
Supports pédagogiques
Mandatory tools for the course
- ComputerDocuments in all formats
- Case studies/texts- Syllabus
Moodle platform
- Upload of class documents- Interface to submit coursework
Manuels/ouvrages obligatoires
Major works :Here are some textbooks which you may have a look at, ranked by order of practical utility.
Combining the reading of one of these books with the sessions' material is an excellent way to better
understand the keys to brand management, and also to implement them in your post-session assignment.
1. J. K. Johansson & K. A. Carlson (2014), Contemporary Brand Management, Sage Publications, ISBN
978-1452242873
Comment: This is the most concise and focused text about contemporary elements of branding and brand
management. The book is not only present the branding theory, but also show the practical implication
step-by-step. The narrative mini-case studies humanize the subject and make theory and process real.
2. Keller K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity,
4th edition, Prentice Hall, 978-0132664257
Comment: This book is the traditional reference textbook in the field. However, it is now extremely
expensive. Any earlier edition at a more reasonable price is as good an option
3. Kapferer, J.N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic
Thinking, 5th edition, Kogan Page, ISBN 978-0749465155
Comment: Over the years this book has established a reputation as one of the leading works on brand
strategy. Easy to understand diagrams which help retention and also drive the point. The writing style is
not as fluent as Keller’s one, but the price is much more reasonable, and the overall quality is excellent.
Articles
See recommended articles for each session in the course schedule: These readings are considered as
fullfledged
elements of the course and must be read before each session
Adossement à la recherche
Bibliographie/références académiques
Major works : Here are some textbooks which you may have a look at, ranked by order of practical utility. Combining the reading of one of these books with the sessions' material is an excellent way to better understand the keys to brand management, and also to implement them in your post-session assignment. 1. J. K. Johansson & K. A. Carlson (2014), Contemporary Brand Management, Sage Publications, ISBN 978-1452242873 Comment: This is the most concise and focused text about contemporary elements of branding and brand management. The book is not only present the branding theory, but also show the practical implication step-by-step. The narrative mini-case studies humanize the subject and make theory and process real. 2. Keller K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Prentice Hall, 978-0132664257 Comment: This book is the traditional reference textbook in the field. However, it is now extremely expensive. Any earlier edition at a more reasonable price is as good an option 3. Kapferer, J.N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5th edition, Kogan Page, ISBN 978-0749465155 Comment: Over the years this book has established a reputation as one of the leading works on brand strategy. Easy to understand diagrams which help retention and also drive the point. The writing style is not as fluent as Keller’s one, but the price is much more reasonable, and the overall quality is excellent. Articles See recommended articles for each session in the course schedule: These readings are considered as fullfledged elements of the course and must be read before each sessionModalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1
Compétence mesurée
Non renseignée
Evaluation finale 2
Compétence mesurée
Non renseignée
Seconde chance
Compétence mesurée
Non renseignée