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| MARK0780-1 | Strategic Brand Management
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| Duration : | 24h Th |
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| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus (Full english), 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences (Full english) | | Deuxième quadrimestre | | 4 |
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| Holder(s) : | Charles Pahud de Mortanges |
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| Language : | Langue anglaise |
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| Course contents : | Perhaps one of the most valuable assets that a company has is the brands it has invested in and developed over time. Although some business operations can be duplicated by competitors, strongly held beliefs and attitudes about brands established in the minds of consumers cannot be so easily reproduced. Also, the difficulty and expense of introducing new products puts more pressure than ever on companies to skillfully launch new brands as well as manage their existing brands. Strategic Brand Management deals with why brands are important, what they represent to consumers, and what should be done by companies to manage them properly.
An important focus of the course is the concept of brand equity. Brand equity relates to the fact that different outcomes result from the marketing of a product or service because of its brand name,or some other brand element, than if that same product or service did not have that brand identification ( a generic brand). In other words, brand equity can be thought of as the marketing effects uniquely attributable to the brand. It represents the added value endowed to a product as a result of past investments in the marketing activity for a brand.
Strategic Brand Management involves the design and implementation of marketing programs and activities to build, measure, and manage brand equity. The course incorporates current thinking and developments on these topics from both a theoretical and practical perspective. |
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| Course objective : | The main objective of Strategic Brand Management is to provide the student with a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management. Specifically, the course provides insights into how profitable branding strategies can be created by building, measuring, and managing brand equity.
We address three important questions:
- How can brand equity be created?
- How can brand equity be measured?
- How can brand equity be used to expand business opportunities?
In addressing these questions, students will learn the following:
- The role of brands, the concept of brand equity, and the advantages of creating strong brands
- The three main ways to build brand equity by properly choosing brand elements, designing supporting marketing programs, and leveraging secondary associations
- Different approaches to measure brand equity and how to implement a brand equity measurement system
- Alternative branding strategies and how to devise brand hierarchies and brand portfolios
- The role of corporate brands, family brands, individual brands, and brand modifiers, and how they can be combined into sub-brands
- How to adjust branding strategies over time and geographic boundaries to maximize brand equity
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| Prerequisites : | Principles of Marketing and Strategic Marketing |
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| Workshops : | Case studies and group presentations of the case solutions |
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| Organization : | Strategic Brand Management consists of lectures; guest lectures from industry (e.g. Coca-Cola); articles analysis and case presentations.
Time distribution:
- Lecture: 18 hours
- Guest lecture: 4 hours
- Case studies: 12 hours
- Articles analysis: 12 hours
- Articles presentations: 6 hours
- Final exam: 44 hours
Module 3, Monday 15:00-17:00 and Wednesday 15:00-17:00 |
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| Written notes : | Lecture sheets and notes are made available online after the sessions.
http://lola.hec.ulg.ac.be/ (http://campus.hec.ulg.ac.be/) (http://www.marketing.hec.ulg.ac.be/)
OBLIGATORY TEXTBOOK:
Keller, Kevin-Lane. Strategic Brand Management: Building, Measuring and Managing Brand Equity (2008). Prentice Hall, Third edition. ISBN: 0-13-188859-5 |
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| Assessment : | Case analyses: 20%
Articles presentations: 10%
Aticles analysis 25%
Final exam: 45% |
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| Contacts : | Lecturer:
Charles PAHUD DE MORTANGES, Professeur Ordinaire, Ecole de Gestion HEC-ULg
Tel.: +32 (0)4 366 27 68
Office: II.14
E-mail: C.Pahud@ulg.ac.be
Assistant:
Céline BRANDT
Tel.: +32 (0)4 366 46 95
Office: II.15
E-mail: Celine.Brandt@ulg.ac.be |
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