Branding

Instructor:Dmitry Chinenov
Updated:2 February, 2016

Course Summary

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.

Course Format

Hours of lectureHours of discussionHours of independent studyTotal numbers of hours
7135272

Please note that the time spent on independent study exceeds hours of lecture and discussion.

Course Content

The course will cover the following topics:

  1. Defining a Brand. Brand Positioning and Brand Creation. Visual and Verbal Identity.
    • Famous definitions of brands
    • Brands are not the same as products
    • Naming
    • Brand image
    • Benefits of brand building
    • Visual identity
    • Verbal identity
  2. Brand Equity in Question; Strategic Implications of Branding; Brands and Business Building.
    • How to measure brand equity
    • Problems in brand equity measurement
    • Brand requirements
    • Flagship product
    • Meaning and direction of brand
    • Benefits of brand building
  3. From Private Labels to Store Brands; Brand Diversity — The Types of Brands
    • The concept of store brands
    • Case studies
    • Multi-brand franchising
    • Diversification: a recommended strategy in designing an investment portfolio
  4. Brand Communications and Management. Brand Evaluation. Brand Experience.
    • Communication process
    • Communication issues
    • Brand management is all about branding
    • Evaluating brand performance
    • Successful brands are an experience, not an entity
  5. Brand Identity and Positioning; Launching a Brand
    • A few rules for a winning brand launch
    • What not to do (Don’ts)
  6. The Challenge of Growth in Mature Markets; Sustaining a Brand Long Term
    • Strategic brand management
    • How sustainable is your brand?
  7. Financial and Social Values. Brand Protection. Branding PR Perspective.
    • Market comparable approach
    • Cost approach
    • Social brand value (conceptual model)
    • Online brand protection
    • Branding and PR concepts
  8. Adapting to the Market: Identity and Change; Growth Through Brand Extensions
    • Adaption marketing strategy
    • Advantages and disadvantages of brand extension
    • Case studies
  9. Brand Architecture; Multi-Brand Portfolios
    • Brand architecture: strategic roadmap
    • Multi-brand portfolio: The positioning map
    • Different brands: What makes it necessary?
  10. 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
  11. Global Brands. An Alternative Perspective. Personal Branding.
    • Globalization
    • Global brands (history and development)
    • The Marketing of places
    • A few steps to build your own brand
    • Personal branding investments
  12. The future of Brands. Branding 2.0. Branding Places and Nations.
    • Consumer diversity
    • 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

Reading List

Required reading:

  1. Ang, Lawrence (2014). Principles of Integrated Marketing Communications. Cambridge University Press.

Recommended reading:

  1. Clifton, Rita and Simmons, John (2009). Brands and Branding, 2nd edition. The Economist Newspaper Ltd. in association with Profile Books, Ltd.
  2. Kapferer, Jean-Noel (2008). The New Strategic Brand Management, 4th edition. Kogan Page Limited.
  3. Kotler, Philip and Keller, Kevin L. (2012). Marketing Management, 14th edition. Global Edition. Pearson Education Limited.
  4. de Chernatony, Leslie (2010). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands, 3rd edition. Butterworth Heinemann — Elsevier.
  5. Cheverton, Peter (2006). Understanding Brands. Kogan Page Limited.
  6. Haig, Matt (2003). Brand Failures: The Truth about 100 Biggest Branding Mistakes of All Time. Kogan Page Limited.
  7. Braun, Thom (2004). The Philosophy of Branding: Great Philosophers Think Brands. Kogan Page Limited.
  8. International Journal of Research in Marketing. Elsevier. http://www.sciencedirect.com/ science/journal/01678116

Online resources:

  1. Websites of private, public, and nonprofit organizations.
  2. Harvard Business Review": http://hbr.org/

Homework Assignments

Homework will be assigned weekly. You will be expected to study the books from the reading list and to analyze various cases.

Grading

It is a pass/fail course. To get a pass, you should complete all the assignments.