|Module / ECTS / Path / Specialisation||Module :Strategic Brand Management : 5 ECTS.|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
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.
- Discuss and critically evaluate the importance of brand relationships as they exist in the modern firm.
- Demonstrate a deep understanding of the dynamics and strategic dimension of brand management
- Use a methodology for analyzing brand identity, image, and brand value for customers and for the company
- Develop a robust understanding of the vital role brands play in today's business environment
BRANDS WHAT FOR?
THE TRIPLE BRAND CONTRACT
WHAT MAKES STRONG BRANDS?
BRAND EQUITY and BRAND VALUE
THE BRAND TERRITORY
BRANDS IN AN INTERNATIONAL SETTING
BRANDS AND THE PASSING OF TIME
FUTURE CHALLENGES FOR BRANDS
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
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.
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
- Chailan, C. (2011). Club Med: Is the Phoenix rising from the Ashes? ECCH, 511-060-1
Behaviors such as
may lead to expulsion from the class/course.