|Lecturer||Prof. Dr. Florian Stahl|
|Contact person||Maximilian Beichert|
|Credit Points||4 ECTS|
|Hours per Week||2|
|Registration||no registration required|
|Accepted Participants||Mannheim Master in Management, Mannheim Master in Business Research (MMBR), M.A. Culture and Economy / Business, M.Sc. Business Education, M.Sc. Business Informatics, M.Sc. Business Mathematics, M.Sc. Economics, Diplom Business Administration|
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 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 objective of this course is to introduce participants to proven techniques and frameworks for assessing and formulating branding strategies and tactics that improve the long-term profitability of their brand names. This course revolves around understanding how to develop effective branding strategies, while keeping in mind economic and psychological factors of branding. This course should be useful for those pursuing careers in marketing, general management, and consulting.
The lectures on “Branding and Brand Management” cover the following topics:
Brands and Consumer Psychology
Brand Identity, Signaling and Social Status
Customer-based Brand Equity and Brand Positioning
Measuring Sources and Outcomes of Brand Equity
Brands and Brand Management Strategies
Leveraging Secondary Brand Associations to Build Brand Equity