Contemporary Branding - Practices & Perspectives (sem A)

EM023M2QA1

Program
PGE
Visitants
UE
Contemporary Branding - Practices & Perspectives
Semester
A
Discipline
Marketing
Contact hours
27 H
Number of spots
40
ECTS
5
Open to visitors
Yes
Language
Coordinator
Claude CHAILAN


Pedagogical contribution of the course to the program

Développer un management à impact grâce aux connaissances et aux outils les plus récents dans les domaines du management

Design solutions adapted to organizational problems by applying relevant methodologies
Developing a strategic and managerial vision in a complex, uncertain and changing environment

Développer des compétences managériales de niveau avancé se traduisant par un leadership responsable

Co-build a managerial and organizational culture through collaborations and team projects
Effectively argue his ideas orally and in writing with a professional posture

Pratiquer un management à impact dans un environnement multiculturel et international, porté par un "European mindset"

Communicate in a professional context in (foreign) languages, in writing and/or orally

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 corporate 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. 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. 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. Also, the many challenges that brands will have to face in the years to come are identified as for example: market fragmentation, erosion of the middle class, expansion of brands from emerging countries, political responsibility of brands, etc. Ways to adapt to these issues are identified and presented in detail.

Teaching methods

Face-to-face

- Lectures

In group

- Exercises
- Case studies/texts

Interaction

- Discussions/debates

Others

No items in this list have been checked.

Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 3) Demonstrate a deep understanding of the dynamics and strategic dimension of brand management
  • - (level 3) use a methodology for analyzing brand identity, image, and brand value for customers and for the company
  • - (level 4) Analyze the brand identity, its image, and the brand value for customers
  • - (level 5) Develop a robust understanding of the vital role brands play in today's business environment
  • - (level 6) incorporate branding in any today and tommorrow's managerial perpsective

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet

Outline

Session 1 BRANDS WHAT FOR? Session 2 THE TRIPLE BRAND CONTRACT Session 3 WHAT MAKES STRONG BRANDS? Session 4 WORKSHOP Session 5 BRAND EQUITY and BRAND VALUE Session 6 THE BRAND TERRITORY Session 7 BRANDS IN AN INTERNATIONAL SETTING Session 8 BRANDS AND THE PASSING OF TIME Session 9 FUTURE CHALLENGES FOR BRANDS

No prerequisite has been provided

Knowledge in / Key concepts to master

None

Teaching material

Mandatory tools for the course

No items in this list have been checked.

Documents in all formats

- Photocopies
- Newspaper articles
- Case studies/texts
- Other :

Moodle platform

- Upload of class documents
- Other :

Software

No items in this list have been checked.

Additional electronic platforms

No items in this list have been checked.

Recommended reading


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. Chernev, A. (2020). Strategic Brand Management, 3rd Edition. Cerebellum Press, ISBN ‎ 978-1936572625 My comment: The discipline of brand management decoded and very well explained in relatable terms. Good value for money 2. 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. 3. 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 4. 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


For each session, I propose some ‘food for thought’ material which consists of articles, supplementary notes, links to internet sites, etc. which might be of interest to participants who would wish to dig deeper into the topic of the session. The reading of this material is totally OPTIONAL.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
- Chailan, C. (2011). Club Med: Is the Phoenix rising from the Ashes? ECCH, 511-060-1

Assessment

List of assessment methods

Intermediate assessment / continuous assessment 1Other (date, pop quiz, etc.) : all sessions
Oral (30 Min.) / Individual / English / Weight : 30 %
Details : Questiosn on readings planned for each session, and class participation
This evaluation is used to measure ILO1.1-PGE, ILO1.3-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.1-PGE, ILO4.2-PGE
Intermediate assessment / continuous assessment 2Other (date, pop quiz, etc.) : All sessions
Written (30 Min.) / Group / English / Weight : 35 %
Details : Case study presentation
This evaluation is used to measure ILO1.1-PGE, ILO1.3-PGE, ILO2.1-PGE, ILO2.2-PGE, ILO2.3-PGE, ILO4.2-PGE
Final evaluationOther (date, pop quiz, etc.) : After the last session
Written (30 Min.) / Individual / English / Weight : 35 %
Details : online format after the latest session, in the form of a multiple choice questionnaire
This evaluation is used to measure ILO1.2-PGE, ILO4.2-PGE
No assessment methods have been attributed to this course yet.