BST 3115 Brand Strategy

BST 3115 Brand Strategy

Course code: 
BST 3115
Department: 
Marketing
Credits: 
15
Course coordinator: 
Elisabeth Falck
Product category: 
Bachelor
Portfolio: 
Bachelor Specialisations HSMI
Semester: 
2018 Autumn
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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 outcomes - Knowledge
  • 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.
Learning outcomes - Skills

 

  • 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.
Learning Outcome - Reflection
  • 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.
Course content

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. 8. Brand crisis
Learning process and requirements to students

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.

Software tools
Qualtrics
Qualifications

The course requires two years of college education in Business Administration, Marketing or equivalent.

Required prerequisite knowledge

Bknowledge of Marketing Management, Consumer Behaviour and Methods or Econometrics.

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
BST31151
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
70No3 Month(s)Group/Individual (1 - 3)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
BST31152
Grading scale:
ECTS
Grading rules:
Internal examiner
Resit:
Examination when next scheduled course
30Yes3 Hour(s)
  • No support materials
Individual
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:70
Invigilation:No
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:3 Month(s)
Comment:
Exam code:BST31151
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:30
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:3 Hour(s)
Comment:
Exam code:BST31152
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching70Hour(s)
Counselling10Hour(s)
Prepare for teaching217Hour(s)
Group work / Assignments50Hour(s)
Submission(s)50Hour(s)
Examination3Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:70 Hour(s)
Comment:
Workload activity:Counselling
Duration:10 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:217 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:50 Hour(s)
Comment:
Workload activity:Submission(s)
Duration:50 Hour(s)
Comment:
Workload activity:Examination
Duration:3 Hour(s)
Comment:
Sum workload: 
400

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 15 ECTS credit corresponds to a workload of at least 400 hours.