MKT 663: Branding and Brand Management
Contents
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
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| Forms of teaching and learning | Contact hours | Independent study time |
|---|---|---|
| Lecture | 2 SWS | 9 SWS |
| ECTS credits | 4 |
| Graded | yes |
| Workload | 120h |
| Language | English |
| Form of assessment | Written exam (60 min) |
| Restricted admission | no |
| Further information | – |
Examiner Performing lecturer |  | Prof. Dr. Florian Stahl Prof. Dr. Florian Stahl |
| Frequency of offering | Spring semester |
| Duration of module | 1 semester |
| Range of application | M.Sc. MMM, M.Sc. WiPäd, M.Sc. VWL, M.Sc. Wirt. Inf., LL.M., MAKUWI |
| Preliminary course work | – |
| Program-specific Competency Goals | CG 1 |
| Literature | Kevin Lane Keller, Vanitha Swaminathan (2019): Strategic Brand Management, 5th Edition, Pearson Prentice Hall |
| Course outline | Part 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 |