Base Knowledge
Not applicable
Teaching Methodologies
The theoretical contents of the curricular unit will be presented through theory lectures and theorical/pratical for resolution of exercises or discussion and analysis of case studies.
Learning Results
This course aims to enable students to:
– Demonstrate the role of brands and the importance of being valuable and strong.
– Explain the three main ways of building brand value – careful selection of brand elements, design of marketing programmes and activities, and use of secondary associations.
– Explain how to develop and implement a brand equity measurement system.
– Explain the different approaches to measuring brand value.
– Differentiate between alternative brand management strategies and associate brand hierarchies and portfolios.
– Associate the role of corporate brands, brand families, individual brands, modified brands, and how to combine them into sub-brands.
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Program
. Brand management, key concepts and applications.
2. Different types of brands.
3. Brand strategy and architecture.
4. Different perspectives on brand management:
4.1. Debranding.
4.2. Co-creation and collaboration.
4.3. Online brand management and experience management.
5. Brand identity signals:
6. The brand/marketing relationship and its importance in creating valuable brands.
7. Brand equity
7.1. Building a valuable brand and its sources of creation
7.1.1. The different stages
7.1.2. The perspective of different models
8. Strategic options for obtaining brands:
8.1. Acquisition
8.2. Alliance
8.3. Brand extension
8.3.1. Product extension vs. brand extension
Grading Methods
Continuous assessment
Group work - 40.0%
Individual work - 20.0%
Individual test - 40.0%
Examination
Work - 50.0% (script to be provided in advance on the platform)
Test - 50.0%
Internship(s)
NAO
Bibliography
Aaker, D. (2010). Building Strong Brands. Simon & Schuster.
Aaker, D. (2020). Aaker on Branding: 20 Principles That Drive Success. Morgan James Publishing.
Aaker, D. (2020). Brand portfolio strategy: Creating relevance, differentiation, energy, leverage and clarivity. Free Press.
Beverland, M. (2021). Brand Management: Co-creating Meaningful Brands. Sage Publications.
Keller, K. L. (2019). Strategic Brand Management: Building, Measuring, And Managing Brand Equity. Pearson Education.
Kotler, Ph. & Keller, K.L. (2021), Marketing Management (15th edition). Pearson Education.
Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2018). Strategic Brand Management (4th Edition). Oxford University Press.