MKT 663: Branding and Brand Management

Although brand names represent one of the most valuable (intangible) assets for a firm, creating and nurturing a strong brand poses considerable challenges. Branding is therefore a critical management task that has both strategic and tactical elements. The concept of brand equity can provide managers with a valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for their brands. Brand management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity.
The aim of this module is to introduce students to proven techniques and frameworks for assessing and formulating branding strategies and tactics that improve the long-term profitability of brand names. This course revolves around understanding how to develop effective branding strategies, while keeping in mind economic and psychological factors of branding.

Learning outcomes
Students are able to understand and discuss the importance of branding, brand equity and brand strategies within marketing.

Necessary prerequisites

Recommended prerequisites

Forms of teaching and learningContact hoursIndependent study time
Lecture2 SWS9 SWS
ECTS credits4
Graded yes
Form of assessmentWritten exam (60 min)
Restricted admissionno
Further information
Performing lecturer
Prof. Dr. Florian Stahl
Prof. Dr. Florian Stahl
Frequency of offeringSpring semester
Duration of module 1 semester
Range of applicationM.Sc. MMM, M.Sc. Bus. Edu., M.Sc. Econ., M.Sc. Bus. Inf., LL.M., MAKUWI
Preliminary course work
Program-specific Competency GoalsCG 1
LiteratureKevin Lane Keller, Vanitha Swaminathan (2019): Strategic Brand Management, 5th Edition, Pearson Prentice Hall
Course outlinePart A: Consumer Behavior & Psychology of Branding
Lecture Unit: Brands and Consumer Psychology
Lecture Unit: Neurophysiological Insights
Part B: Developing a Brand Strategy
Lecture Unit: Customer-based Brand Equity and Brand Positioning
Lecture Unit: Brand Resonance and the Brand Value Chain
Part C: Designing and Implementing Brand Marketing Programs
Lecture Unit: Choosing Brand Elements to Build Brand Equity
Lecture Unit: Designing Marketing Programs to Build Brand Equity
Lecture Unit: Leveraging Secondary Brand Associations to Build Brand Equity
Part D: Growing and Sustaining Brand Equity
Lecture Unit: Measuring Sources and Outcomes of Brand Equity
Lecture Unit: Introducing and Naming New Products and Brand Extensions
Lecture Unit: Managing Brands Over Time