Excerpt from course description

Brand Strategy

Introduction

This course, in combination with BTH XXXX Dissertation - Strategic Branding - 15 credits, represents a depth of 30 credits, and constitutes the in-depth study in connection with the diploma. It is valid for students on the Bachelor’s Degree in Marketing. Other students may choose to take this course as an optional course in their 3rd academic year.

Brand building, brand management, branding – dear child has many names. The phenomenon of branded articles plays a central role in modern marketing, and it is thus also characterized by a diversity of approaches and perspectives. In this course, students develop a broad knowledge platform and action competence in the lead corporate brand processes.

Course content

The course applies a management perspective, which is the basis for its approach to strategic branding. This means in practice that the course is built around three elements of a management process: brand analysis, brand development and positioning.

Brand Analysis
Whether you plan to develop a new brand or an existing one, the brand analysis and audience understanding the basis for action are important. There is no single correct approach, and students must therefore establish the knowledge and experience through a set of analytical approaches to understand the brand's presence in the market. The analysis will lead to an understanding of a brand's strategic opportunity area.
The module implies both depth and breadth in buying behaviour and market analysis.

Brand Analysis consists of:

  1. Basic understanding of brands
  2. Attention Analysis
  3. Methods for measuring brand associations
  4. Brand value and valuation (for customers and businesses)
  5. Customer – brand relationships
  6. Assessment of growth opportunities for the brand

Strategic branding
As a consequence of the analysis phase, the brand development and positioning a brand concept will be developed that should be able to consolidate a position in the market represented by the strong, favourable and unique brand associations. This means working with issues related to brand positioning, which will include brand strategy, concept and brand identity development. The emphasis is on developing a broad understanding of how the brand's strategic opportunity areas identified in the analysis phase can be utilized. Alternative brand promises (Brand Promise) will be developed, supported by the identity and brand element program. Today a lot about how to develop brands stands alone. A key challenge in business is that the brands (and their owners) often have portfolios of brands. This is complicated further by the frequent collaboration between the owners of brands, for instance in the form of brand alliances, co-branding and / or ingredient branding. Furthermore, private brands or private labels are on the rise in many markets, and thus a subject we cover as a separate decision point. It is important for a company looking to build brands that they know the principles of influence and persuasion through communication. Communication also plays a central role when unforeseen events affect the brand, and crises can potentially occur. The course therefore, will be concluded by this topic.

Strategic branding consists of:

  1. Positioning strategies and brand promise (brand position and brand value proposition)
  2. Different challenges
    • Corporate brands
    • Product brands
  3. Brand element strategy to support the positioning
  4. Brand portfolio strategy
  5. Brand alliances, cobranding, ingredient branding, brand positioning
  6. Private brands (private labels)
  7. Communication and influence
    • Attitude formation and change of attitude, learning
    • Influence strategies
    • Message strategies
  8. 8. Brand crisis

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.