Study Programmes 2015-2016
MARK0785-1  
Branding and Reputation Management
Duration :
30h Th
Number of credits :
Master in management (120 ECTS)5
Lecturer :
Zelal Ates, Claire Gruslin
Coordinator :
Zelal Ates
Language(s) of instruction :
English language
Organisation and examination :
Teaching in the second semester
Units courses prerequisite and corequisite :
Prerequisite or corequisite units are presented within each program
Course contents :
We live in a "branded world" in which daily life is filled with brands. Therefore, brands appear rather routine and banal. However, their nature is far more complex than it seems at first sight. In accordance with the IKLO of the Master program, the main objective of Branding and Reputation 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 and reputation management, both in offline and online media. Specifically, the course provides insights into how profitable branding strategies can be created by building, measuring, and managing brand equity.
Learning outcomes of the course :
By the end of this course students should be able:
  • To describe and discuss the main branding challenges and opportunities in multi-channel communications (offline and online media);
  • To formulate the main ways to build brand equity;
  • To identify the steps in the strategic brand management process;
  • To measure reputation across key stakeholders to understand current risks and opportunities;
  • To articulate a cross-stakeholder company narrative;
  • To improve crisis management and post-crisis recovery.
This course contributes to the following Intended Key Learning Outcomes :
  • IKLO-2 : Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized thru a first University Master Degree . 
  • ILO-4 : To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem, 
  • IKLO-6 : Ability to speak 2 foreign languages: C1 in English and B2 in one other language.
  • IKLO-7 : Being capable of professional team work 
  • IKLO-9 : Developing a critical sense (arguing)
  • IKLO-12 : Professional capacity for oral communication
  • IKLO-13 : Professional capacity for written communication  
Prerequisite knowledge and skills :
Basic Marketing course
Planned learning activities and teaching methods :
Branding and Reputation Management consists of lectures, guest speakers from industry, article discussions and case presentations.
Mode of delivery (face-to-face ; distance-learning) :
  • face-to-face
  • teaching language: English
Recommended or required readings :
Required readings Wheeler, A. (2012), Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition.
Keller, K. (2013), Strategic Brand Management: Global Edition, 4th Edition.
Blyth, A. (2010), Brilliant Online Marketing: How to Use the Internet to Market Your Business.
Cehrs, A. R. (2015), SPIKE Your Brand ROI: How to Maximize Reputation and Get Results.
Optional readings Aaker, J. L., Fournier, S., & Brasel, A. S. (2004), When Good Brands Do Bad, Journal of Consumer Research, 31 (June), 1-16.
Ahluvia, R. (2008), How far can a brand stretch? Understanding the role of self-construal, Journal of Marketing Research, XLV (June), 337-350.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012), Brand love, Journal of Marketing, 76 (March), 1-16.
Beverland, M. B. (2005), Crafting Brand Authenticity: The Case of Luxury Wines, Journal of Management Studies, 42 (5), 1003-1029.
Brown, S., & Patterson, A. (2010), Selling stories: Harry Potter and the marketing plot, Psychology & Marketing, 27 (6), 541-556.
Cayla, J., & Eckhardt, G. M. (2008), Asian Brands and the Shaping of a Transnational Imagined Community, Journal of Consumer Research, 35 (August), 216-230.
Chaffey, D. et al. (2012), Digital Marketing: Strategy, Implementation and Practice, 5th Edition.
Chang Coupland, J. (2005), Invisible Brands: An Ethnography of Household and the Brands in Their Kitchen Pantries, Journal of Consumer Research, 32 (June), 106-118.
Chernev, A., Hamilton, R., & Gal, D. (2011), Competing for consumer identity: Limits to the self-expression and the perils of lifestyle branding, Journal of Marketing, 75 (May), 66-82.
Cleeren, K., van Heerde, H. J., & Dekimpe, M. G. (2012), Rising from the Ashes: How Brands and Categories Can Overcome Product-Harm Crises, Journal of Marketing, 77 (2), 58-77.
Dion, D., & Arnould, E. (2011), Retail Luxury Strategy: Assembling Charisma through Art and Magic, Journal of Retailing, 87 (4), 502-520.
Dong, L., & Tian, K. (2009), The use of Western brands in asserting Chinese national identity, Journal of Consumer Research, 36 (3), 504-523.
Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004), How Global Brands Compete, Harvard Business Review, September, 68-75.
Izberk-Bilgin, E. (2012), Infidel brands: Unveiling alternative meanings of global brands at the nexus of globalization, consumer culture and islamism, Journal of Consumer Research, 39 (December), 663-687.
Kates, S. M. (2004), The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Man's Community, Journal of Consumer Research, 31 (September), 455-464.
Klein, J. & Dawar, N. (2004). Corporate social responsibility and consumers' attributions and brand evaluations in a product-harm crisis. International Journal of Research in Marketing, 21 (3), 203 - 217.
Monga, A. B., & John, D. R. (2010), What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation, Journal of Marketing, 74 (3), 80-92.
Pracejus, J. W. & Olsen, G. D. (2004). The role of brand/cause fit in the effectiveness of cause-related marketing campaigns. Journal of Business Research, 57 (6), 635 - 640.
Schau, H. J., Muñiz Jr., A. M., & Arnould, E. J. (2009), How Brand Community Practices Create Value, Journal of Marketing, 73 (September), 30-51.
Thompson, C. J., & Arsel, Z. (2004), The Starbucks Brandscape and Consumers' (Anticorporate) Experience of Glocalization, Journal of Consumer Research, 31 (December), 631-642.
(for the complete list, please refer to the Vademecum available on the online platform)
Assessment methods and criteria :
Exam (individual): 50% All students must complete a test on the content of the lectures.
Article analysis & watch (individual): 15% Analysis and presentation of a branding/reputation-related article from the managerial press (Wall Street Journal, Business Week, New York Times etc.) that addresses the branding/reputation issue discussed in the previous class.
Case studies (group): 15% Analysis and presentation of a case study.
Google Online Marketing Challenge (GOMC) (group): 20% Design and Implementation of an online advertising campaign for a business or non-profit organization to increase brand awareness.
Class Participation (individual): +/- 2 Points (Bonus/Malus) Class participation is evaluated not only on the basis of volume or extent of participation, but also on the basis of quality. To participate effectively it is essential to read the assigned materials prior to class.
Work placement(s) :
Organizational remarks :
  • Students are expected to attend class, have read the assignment for the session and participate in the discussions, especially with guest speakers.
  • Missed deadlines may not be made up except for verified illness or family emergency.
Final note: This schedule is designed to be a guide to the class and may change during the semester.
 
Contacts :