Course description

Branding

Introduction

Branding is an introductory course to the journey of building and managing brands. It is about how brands are viewed by consumers and firms, which roles they play in consumers’ lives, and how they create value for the firms that market them. The course relies mostly on consumer psychology and aims to make students familiar with how and why consumers perceive, judge, and behave toward brands in the way they do. After providing a framework for understanding consumers' brand behaviour, the course introduces tools and techniques to develop strategic brand management programs. The course capitalizes on the latest scientific findings on branding and consumer behaviour in order to expand students' understanding of brand management.

Course content

  • Brands for firms and consumers.
  • Customer-based brand equity.
  • Brand knowledge and positioning.
  • Brand resonance and brand value chain.
  • Consumer naive theories about brands.
  • Brand elements and multisensory marketing.
  • Multisensory brand experience design.
  • Integrated marketing communications and technology.
  • Secondary sources of brand equity.
  • Measuring and interpreting brand performance.
  • Brand extensions, architecture, and portfolio.

Learning outcome knowledge

On completion of the course, the student shall get familiar with and understand:

  • What brands are and what roles they play.
  • How to position brands in the minds and hearts of consumers.
  • How and why consumers perceive, judge, and behave toward brands in the way they do.
  • How brands might influence the consumer perception, judgement, and behavior.
  • What the main principles are, for developing and evaluating strategic brand management programs, brand growth, and brand hierarchy.

Exam organisation

  • Oral examination: 20%
  • Written assignment: 30%
  • Written exam: 50%