BST 3115 Brand Strategy

Norwegian version

BST 3115 Brand Strategy

Responsible for the course
Elisabeth Falck

Department of Marketing

According to study plan

ECTS Credits

Language of instruction

This course, in combination with BTH XXXX Dissertation - Strategic Branding - 15 credits, represents a depth of 30 credits, and constitutes the in-depth study in connection with the diploma. It is valid for students on the Bachelor’s Degree in Marketing. Other students may choose to take this course as an optional course in their 3rd academic year.

Brand building, brand management, branding – dear child has many names. The phenomenon of branded articles plays a central role in modern marketing, and it is thus also characterized by a diversity of approaches and perspectives. In this course, students develop a broad knowledge platform and action competence in the lead corporate brand processes.

Learning outcome

  • On completion of the course students should have knowledge of the key models and theories in the analysis of brands and strategic branding. Students should have knowledge of the concepts used in the branding field. Students will be familiar with theories within the portfolio of brands, brand extensions and category extensions of the brand.
  • Moreover, the students should have knowledge about the importance of brand elements.
  • Students will be able to use marketing communication tools in the tactical and strategic work.

  • Students will be able to explain the main concepts and terms of branding.
  • Students will be able to analyse the brands through the collection of its own primary data, and interpret secondary data.
  • Students will be able to analyse data and make recommendations for further work on the brand portfolio. This also implies the ability to design a brand strategy.

  • Students must show maturity and willingness to consider the ethical and social dilemmas related to working with brand strategies.
  • It is important that students are aware of their power of influence in relation to the consumer, and not abuse this.

The course requires two years of college education in Business Administration, Marketing or equivalent, including minimum basic course in statistics from the first- year bachelor's programme. Students must also have basic knowledge of Marketing Management, Consumer Behaviour and Methods or Econometrics. Students must be able to use the computer programme JMP.

Compulsory reading
Askheim, Ola Gaute Aas og Tor Grenness. 2008. Kvalitative metoder for markedsføring og organisasjonsfag. Universitetsforlaget
Keller, Kevin Lane. 2013. Strategic brand management : building, measuring, and managing brand equity. 4th ed., global ed.. Pearson

Collection of articles:
Elisabeth Falck. Artikkelsamling til Merkevarestrategi. Utvalgte artikler for å utdype og utfylle pensum. Oversikt over artikler som inngår publiseres på Itslearning

Recommended reading
Gripsrud, Geir, Ulf Henning Olsson og Ragnhild Silkoset. 2010. Metode og dataanalyse : beslutningsstøtte for bedrifter ved bruk av JMP. 2. utg. Høyskoleforlaget
Kapferer, Jean-Noël. 2012. The new strategic brand management : advanced insights and strategic thinking. 5th ed. Kogan Page
Leedy, Paul D., Jeanne Ellis Ormrod. 2015. Practical research : planning and design. 11th ed. Pearson Educational
Mitchell, Mark L., Janina M. Jolley. 2012. Research design explained. 8th ed. Wadsworth Cengage Learning
Samuelsen, Bendik Meling, Adrian Peretz og Lars Erling Olsen. 2010. Merkevareledelse på norsk 2.0. 2. utg. Cappelen akademisk
Aaker, David A., Erich Joachimsthaler. 2000. Brand leadership. Free Press

Course outline
The course applies a management perspective, which is the basis for its approach to strategic branding. This means in practice that the course is built around three elements of a management process: brand analysis, brand development and positioning.

Brand Analysis
Whether you plan to develop a new brand or an existing one, the brand analysis and audience understanding the basis for action are important. There is no single correct approach, and students must therefore establish the knowledge and experience through a set of analytical approaches to understand the brand's presence in the market. The analysis will lead to an understanding of a brand's strategic opportunity area.
The module implies both depth and breadth in buying behaviour and market analysis.

Brand Analysis consists of:

1. Basic understanding of brands
2. Attention Analysis
3. Methods for measuring brand associations
4. Brand value and valuation (for customers and businesses)
5. Customer – brand relationships
6. Assessment of growth opportunities for the brand

Strategic branding
As a consequence of the analysis phase, the brand development and positioning a brand concept will be developed that should be able to consolidate a position in the market represented by the strong, favourable and unique brand associations. This means working with issues related to brand positioning, which will include brand strategy, concept and brand identity development. The emphasis is on developing a broad understanding of how the brand's strategic opportunity areas identified in the analysis phase can be utilized. Alternative brand promises (Brand Promise) will be developed, supported by the identity and brand element program. Today a lot about how to develop brands stands alone. A key challenge in business is that the brands (and their owners) often have portfolios of brands. This is complicated further by the frequent collaboration between the owners of brands, for instance in the form of brand alliances, co-branding and / or ingredient branding. Furthermore, private brands or private labels are on the rise in many markets, and thus a subject we cover as a separate decision point. It is important for a company looking to build brands that they know the principles of influence and persuasion through communication. Communication also plays a central role when unforeseen events affect the brand, and crises can potentially occur. The course therefore, will be concluded by this topic.

Strategic branding consists of:
1. Positioning strategies and brand promise (brand position and brand value proposition)
2. Different challenges
- Corporate brands
- Product brands
3. Brand element strategy to support the positioning
4. Brand portfolio strategy
5. Brand alliances, cobranding, ingredient branding, brand positioning
6. Private brands (private labels)
7. Communication and influence
- Attitude formation and change of attitude, learning
- Influence strategies
- Message strategies
8. Brand crisis

Computer-based tools

Learning process and workload
The course consists of 70 hours over one semester, divided into modules. The implementation is done by a mix of lectures, group work and group presentations. Students should expect to have to develop solutions to the assignments given during the course.
In addition, it delivered a project for Brand Analysis. The project assignment can be solved individually or in groups of maximum three students. Academic supervision on the project is given in groups, individually or in seminars.

Lectures and group work
Seminars (Lectures controlled)
Preparation for lectures/reading litterature
Teamwork and problem-solving
Control Examination
Total recommended time

    A project of Brand Strategy announced at the start of the course. The task can be carried out individually or in groups of up to 3 students. The project assignment counts 70 % towards the grade in the course.
    Individual examination of three (3) hours counts 30 % towards the grade in the course.

    Examination code(s)
    BST 31151 Projectpaper counts 70 % towards the grade in BST 3115 Brand Strategy 15 credits
    BST 31152 Written examination counts 30 % towards the grade in BST 3115 Brand Strategy 15 credits.

    Examination support materials
    BST 31151 Projectpaper - all support materials are allowed.
    BST 31152 Written exam - no support materials are permitted.

    Re-sit examination
    Re-sit examiniation is offered at next ordinary course.

    Additional information