Strategic Brand Management

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.

Description

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.

Teaching methods

Learning objectives

---

Outline

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 - Angela Ahrendts, (2013). Burberry’s CEO on Turning an Aging Icon into a Global Luxury Brand. Harvard Business Review, January-February, 1-5 Food for thought - Supplementary note 1: Basic Facts About Trademarks, USPTO, 2014 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 1 Assessing a brand’s identity Workshop 2 Which car do you prefer? 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 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 - Chailan, C. (2013). The Influence of Key Capabilities on Brand Portfolio-Based Competitive Advantage. International Journal of Trade and Global Markets, 6 (2), 182-201 Session 6 BRANDS IN AN INTERNATIONAL SETTING 1. Brands and internacionalisation: the strategic options 2. Country-of-Origin as a distinctive advantage Readings - Chailan, C. (2015), Branding from Emerging Countries: How to compete internationally? Critical Perspectives on International Business,11 (1), 54-71 Workshop Pisco, cognac or whiskey? Case study L’Oréal Global Brand - Local Knowledge, CCMP 9-311-118 Food for thought Supplementary note 5: GIs in the US EU TTIP Negotiations Supplementary note 6: Handbook on GI Session 7 Marcar en países de bajo ingresos y en países de alto ingresos 1. Strategies for LIC:Recruitment and education 2. Strategies for HIC:Hypersegmentation Readings - Chailan, C. (2015). Branding from Emerging Countries: How to compete internationally? Critical Perspectives on International Business,11 (1), 54-71 Case study Chailan, C. (2011). Club Med: Is the Phoenix rising from the Ashes? ECCH, 511-060-1 Food for thought - 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 Readings - Lodish, L. M., Mela, C. F. (2007). If Brand are Built Over Years, why are They Managed over Quarters? Harvard Business Review, July/August Workshop Brands from the past? Case study Abelli, H. (2007). Mountain Man Brewing Company: Bringing the Brand to Light. Harvard Business Publishing, 2069-PDF-ENG 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 Claude Chailan, (2015). Al Marsa Fisheries: Sustainability Put into Practice FINAL EXAM

No prerequisite has been provided

Knowledge in / Key concepts to master

None

Recommended reading

---

---

Assessment

List of assessment methods

No assessment methods have been attributed to this course yet.