Brand Strategy

Introduction

In this course, you will learn a methodology for developing a brand strategy in practice. We will go step-by-step through the brand strategy development process and create a brand strategy for a client (a Norwegian brand). 

During the course, we will establish consumer- and market data and insights, analyze the current brand positioning, formulate a brand strategy and prioritize tactics. An important part of the course is to collect qualitative data from consumers and be able to analyze these data to get a better understanding of brand strength.

We will also have special focus on important topics related to brand communication and other brand building strategies, such as marketing in social media (Facebook, Instagram, TikTok etc.), influencers and other collaborators, marketing in podcasts and product placements, and sustainability as a competitive edge.  

BST3115 Brand Strategy is a continuation and an extension of MRK 3564 Branding.

Course content

The course applies a management perspective, which is the basis for its approach to strategic branding. The course’s goal is to develop knowledge and skills to analyze and develop a brand strategy, and choose among different strategies on how to achieve this strategy in the market.

Whether you plan to develop a new brand or an existing one, the brand analysis and understanding the target groups are important. The students must get knowledge and experience through a set of analytical approaches to understand the brand's positioning in the market. This analysis will lead to an understanding of a brand's strategic opportunities.

Companies and organizations working with brands have a need to understand brand strategy and positioning. Brand strategies change over time when markets, consumers, competition and the general economy change. To understand brand strategy, students must therefore have knowledge about the market the company and organization operate.

Strategic choices concern which strategies should be used towards different target groups and brands. In this course, increased understanding of how different strategic tools can be used to succeed with the brand strategy will be important. Important strategies are for example brand elements, brand alliances, brand communication and the use of employees as brand champions.

Brand strategy consists of the following topics:

1. Basic understanding of brands and key constructs
2. Knowledge about the market and consumers
3. Categorization theory
4. Strategic brand positioning
5. Brand portfolios and positioning
6. Methods for mapping brand associations and qualitative data analysis
7. Data collection and analysis to understand the brand’s current strategic situation
8. Brand strategy and brand platform document
9. Choice of strategies to achieve the brand strategy
10. Brand growth opportunities