Brand Management
Code
2327
Academic unit
null
Department
null
Credits
7
Teacher in charge
Catherine Therese Laurence Jouven da Silveira
Teaching language
English
Objectives
A balanced approach to Brand Management, combining theory and practice, for students who aim to work in Marketing, Sales, Advertising, Communication or Strategy.
Unilever Jerónimo Martins is our partner for this Course.
This Course is only open to students with knowledge in Marketing through at least two previous Courses in Marketing or/and Sales, in the Undergraduate or Graduate programs or/and previous working experience related to the Marketing area (e.g., Internship, Summer Job, professional experience in Marketing, Strategy, Sales or Communication).
Prerequisites
N/A
Subject matter
Introduction to the main Brand Concepts:
What is a brand ?;
How brands create (or not) value for the consumer ?;
Measuring Brand Performance:
Introduction to Marketing Research techniques used in Brand Equity and Brand Image analysis How to measure Brand Equity ?;
How to measure Brand Awareness and Brand Image ?;
Branding Challenges and Opportunities:
Whats on? Whats next ?;
Brand Identity:
Introduction to the main Brand Identity models currently in use in the Industry and in the academic literature;
Brand Positioning:
Analysis of the main Positioning processes currently in use in the Industry;
Brand Strategy:
Brand Portfolio Brand Architecture Brand Extensions;
Brand Building and Brand Management:
Defining Brand Elements;
Designing Brand Marketing Programs Designing Brand Communication Programs.
Bibliography
Main bibliography:
Aaker, David A. - Building Strong Brands, 2002, Free Press Business.
Kapferer, Jean-Noël - The New Strategic Brand Management, 5th edition, 2012, Kogan Page (Essential).
Keller, Kevin Lane & Aperia, Tony & Georgson, Mats - Strategic Brand Management, A European perspective, 2nd Edition, 2012, Prentice Hall (Essential).
Additional bibliography:
De Chernatony, Leslie. From Brand Vision to Brand Evaluation, 3rd Edition, 2010, Butterworth Heinemann / Elsevier.
Reiman, Joey. The story of Purpose The path to creating a brighter brand, a greater company, and a lasting legacy, 2013, Wiley.
Klein, Naomi. No Logo, 2000, Flamingo- Harper Collins Publishers.
Sharp, Byron. How brands grow, Part 1, 2010, Oxford University Press.
Sharp, Byron & Romaniuk, Jenni. How brands grow, Part 2, 2016, Oxford University Press.
Silverstein, Michael J. & Fiske, Neil
Trading up, 2005, Portfolio;
Treasure Hunt, Inside the Mind of the New Consumer, 2006, Portfolio;
Other resources:
Course power point slides will be available on the Class web page/Moodle a few days before each class;
Additional Material [Readings, Practical cases ] will be available on the same web page.
Teaching method
The Course includes 2 different types of Classes:
Lectures: organized to provide the essential Branding knowledge as well as the appropriate tools to conduct the Team Project.
Team Project Sessions: where students are required to present a predetermined part of their Project team work. Four Team Sessions are scheduled during the Semester. During these Team Project Session weeks, lectures are not offered.
Evaluation method
The final exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.
Team Project: 55%
Final Report + Final Presentation to unilever: 20% [Team evaluation].
Individual Contribution: 15% [Peer evaluation].
Team Sessions quality and preparation: 15% [Team evaluation]
Communication Skills: 5% [Individual evaluation].
Individual in-home written Assignment (Case): 15%
Final exam [Mandatory]: 30% [Minimal grade of 8,5 is required].
The general rules of the NOVA School of Business and Economics apply in case of academic dishonesty and in any situation not foreseen in the above.