|Updated:||2 February, 2016|
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
- Brand image
- Benefits of brand building
- Visual identity
- Verbal identity
- 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
- 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
- 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
- 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
- Cost 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
- Case studies
- 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.
- 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
- 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.
- International Journal of Research in Marketing. Elsevier. http://www.sciencedirect.com/ science/journal/01678116
- Websites of private, public, and nonprofit organizations.
- Harvard Business Review": http://hbr.org/
Homework will be assigned weekly. You will be expected to study the books from the reading list and to analyze various cases.
It is a pass/fail course. To get a pass, you should complete all the assignments.