-
Excerpt from course description

Corporate Branding and Storytelling

Introduction

Complete course description will be ready summer 2022.

The course provides participants with a substantial insight into the workings of branded communication, its psychological and sociological basis, fundamental concepts and its proper role in strategic management. A fundamental prerequisite for successful communication campaigns is a precise understanding of stakeholders and their needs. We will start this lecture part, by focusing on central concepts of consumer behavior and working out what can be deduced from these concepts for successful brand management. We will particularly discuss psychological and sociological concepts of consumer research (needs, motives, benefits, identity, possessions, perception processes). Furthermore, we will become familiar with the functioning of signs / sign systems from the perspective of semiotics. Subsequently, we will shift to a more pronounced management perspective on the topic of branding. We will particularly look at the basics of brand management in environments of decision uncertainty and complex organisations.

Course content

  1. Introduction: The Need for Corporate Branding: ​​In this first module, participants will be introduced to the need for managing brands, both from a customer and a wider stakeholder perspective. We will further look at some of the necessities of the modern marketplace, and how communications and the drive to delight customers create competitive advantage for organizations.
  2. Fundamentals of Corporate Positioning: Some of the most important terminologies of corporate branding will be introduced in this module. This lecture will in particular cover the benefits derived from adopting a customer and stakeholder perspective, and will highlight the relevance of key branding techniques such 3 as positioning and campaigning to create brand equity, a terminology which will also be explored in depth.
  3. Communities and Networks: The emotional importance of community will be the starting point of this module, where – based on social identity theory – the development of interaction patterns between organizations, their customers and stakeholders, will be scrutinized. From a practical standpoint, the question of developing brand promises will be introduced, and the innovation potential and access to lead-users as well as interaction opportunities with communities will be discussed.
  4. Identity and Identification: Brands only manage to create a consistent identity if their identity focuses on a set of unique attributes that are communicated in a consistent and continuous manner. To achieve this, participants will be introduced to several theoretical approaches, such as the determinants of brand personality and consumer identification processes on the one hand, as well as practical approaches such as brand steering wheels and brand personality inventories on the other hand.
  5. Corporate Storytelling: In this part, students will learn about, the microfoundations of storytelling, the persuasive power of stories and their societal impact, and organizational and interorganizational storytelling

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.