Branding is the representation of your organization as a personality. Branding is who you are that differentiates you. You make a promise to customers and colleagues with everything you do and, to be successful, you must deliver on that promise every single time. The idea that a brand is a badge, a name or a color is just a tiny fraction of what a brand actually is. If you define what your brand stands for then it becomes easier to make decisions — who you should hire, what products to sell, how your communications should sound and even what your office environment should look like. This course is designed to provide a meaningful understanding what brands are, how they work, and how to apply sophisticated brand knowledge to any managerial situation, throughout your career.
Hours of lecture
Hours of discussion
Hours of independent study
Total numbers of hours
Please note that the time spent on independent study exceeds hours of lecture and discussion.
The course will cover the following topics:
Defining a Brand. Brand Positioning and Brand Creation. Visual and Verbal Identity.
Famous definitions of brands
Brands are not the same as products
Benefits of brand building
Brand Equity in Question; Strategic Implications of Branding; Brands and Business Building.
How to measure brand equity
Problems in brand equity measurement
Meaning and direction of brand
Benefits of brand building
From Private Labels to Store Brands; Brand Diversity — The Types of Brands
The concept of store brands
Diversification: a recommended strategy in designing an investment portfolio
Brand Communications and Management. Brand Evaluation. Brand Experience.
Brand management is all about branding
Evaluating brand performance
Successful brands are an experience, not an entity
Brand Identity and Positioning; Launching a Brand
A few rules for a winning brand launch
What not to do (Don’ts)
The Challenge of Growth in Mature Markets; Sustaining a Brand Long Term
Strategic brand management
How sustainable is your brand?
Financial and Social Values. Brand Protection. Branding PR Perspective.
Market comparable approach
Social brand value (conceptual model)
Online brand protection
Branding and PR concepts
Adapting to the Market: Identity and Change; Growth Through Brand Extensions
Adaption marketing strategy
Advantages and disadvantages of brand extension
Brand Architecture; Multi-Brand Portfolios
Brand architecture: strategic roadmap
Multi-brand portfolio: The positioning map
Different brands: What makes it necessary?
Handling Name Change and Brand Transfers; Brand Turnaround and Rejuvenation
Brand transfers are more than a name change
When the brand becomes generic
Rejuvenating a brand
Global Brands. An Alternative Perspective. Personal Branding.
Global brands (history and development)
The Marketing of places
A few steps to build your own brand
Personal branding investments
The future of Brands. Branding 2.0. Branding Places and Nations.
Rebranding is always a risky process
Web 2.0 and social media
The Importance of Branding 2.0
Place branding as a new umbrella
Difference between place branding and nation branding
Ang, Lawrence (2014). Principles of Integrated Marketing Communications. Cambridge University Press.
Clifton, Rita and Simmons, John (2009). Brands and Branding, 2nd edition. The Economist Newspaper Ltd. in association with Profile Books, Ltd.
Kapferer, Jean-Noel (2008). The New Strategic Brand Management, 4th edition. Kogan Page Limited.
Kotler, Philip and Keller, Kevin L. (2012). Marketing Management, 14th edition. Global Edition. Pearson Education Limited.
de Chernatony, Leslie (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, 3rd edition. Butterworth Heinemann — Elsevier.
Cheverton, Peter (2006). Understanding Brands. Kogan Page Limited.
Haig, Matt (2003). Brand Failures: The Truth about 100 Biggest Branding Mistakes of All Time. Kogan Page Limited.
Braun, Thom (2004). The Philosophy of Branding: Great Philosophers Think Brands. Kogan Page Limited.