MRK 3564 Branding
Branding, or brand building and brand management concern almost all players in the public and private sectors of the economy. Branding deals extensively with positioning and value creation for customers, with the objective of becoming the preferred provider of products or services. As an increasing number of sectors and categories in the economy is becoming demand-driven, this implies that customers will have to make choices between competing, alternative suppliers. In this situation, most people behave as customers who choose between different brands to satisfy different needs.
This is a basic course in branding. With a wide focus, it stresses that branding is far more than making persuasive advertising. A brand is made by an organization, and subsequently positioned toward a target customer group. The frame of reference adopted by this course, is one of accepting that the brand and its position basically exist in one place: in the minds of the customers, as a mental representation, or position if you like. As such, this course holds a strong focus on the customer, and regards customer-value creation as the premise for brand strategies. Accordingly, the student's existing knowledge of consumer behaviour in particular, and marketing management in general, is the foundation on which to build an understanding of brand management.
The student shall
- Be able to describe and understand why brands exist, and their value and functions for buyers and owners
- Be able to describe, understand and identify central components of a branded article, brand awareness, brand associations, and how these components are established in consumers' memory
- Knowledge of, an ability to describe, and an understanding of the most important theories and principles for the development of brands at the product and corporate level
- Knowledge of, an ability to describe and discuss varying strategies for brand growth, including brand extensions, brand hierarchies and brand portfolios, brand elements, brand collaborations, and brand communications.
- Understand various methods for how brands are valued.
The student shall
- Analyse the brands position to identify gaps between a brand's real and desired position
- Recommend brand growth strategies, including brand extensions, brand architecture, brand collaboration, brand elements and brand communications.
- Be able to apply knowledge and theories of branding across contexts: products, services, public and private sector, product and corporate levels
Brands have strong social and symbolic functions, and can be misused as means of sanctions towards those lacking resources to buy these brands. The student should understand, and show a willingness to take into consideration that brands play so significant roles in many markets that some might be tempted to sacrifice ethics and morale to achieve their goals. This responsibility holds for all aspects of brand building, from application of analytical methods, to strategy development and implementation.
- Introduction to brand management as a theoretical field and arena for managerial decisions
- Brand awareness and brand associations
- The brand value chain, methods for brand valuation, the customer based brand equity pyramid
- Brand elements
- Brand extensions, brand architecture and brand portfoliomanagement
- Brand communications: objectives and planning
- Brand collaborations
- How brands are created by the entire organization
The learning outcomesare to be achieved through a combination of lectures and group work with assignments (mandatory). Discussion of solutions of mandatory assignments will be conducted in class.
In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.
Students that have not gotten approved the coursework requirements, must re-take the exercises during the next scheduled course.
Students that have not passed the written examination or who wish to improve their grade may re-take the examination in connection with the next scheduled examination.
Higher Education Entrance Qualification.
Introductory courses in Marketing Management, Consumer Behavior, and Marketing Communication or equivalent skills are required.
|Mandatory coursework||Courseworks given||Courseworks required||Comment coursework|
|Mandatory||3||2||Three mandatory coursework/assignments. The first assignment is an individual knowledge test. In addition two cases will be handed out at the beginning of the course. These are to be solved in groups of minimum two, maximum three students, and must be handed in at assigned dates/time. Feedback on assignment 2 and 3 will be given in class. Individual submissions will only be accepted in extreme cases based on a written application. Two assignments must be approved in order to sit for the final exam.|
|Comment coursework:||Three mandatory coursework/assignments. The first assignment is an individual knowledge test. In addition two cases will be handed out at the beginning of the course. These are to be solved in groups of minimum two, maximum three students, and must be handed in at assigned dates/time. Feedback on assignment 2 and 3 will be given in class. Individual submissions will only be accepted in extreme cases based on a written application. Two assignments must be approved in order to sit for the final exam.|
|Exam category||Weight||Invigilation||Duration||Support materials||Grouping||Comment exam|
Form of assessment:
Internal and external examiner
Examination every semester
|Form of assessment:||Written submission|
|Support materials:|| |
|Resit:||Examination every semester|
Other in classroom
Prepare for teaching
Group work / Assignments
Student's own work with learning resources
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.