2018-2019 / MARK0785-1

Branding and Reputation Management

Duration

30h Th

Number of credits

 Master in management (120 ECTS)5 crédits  

Lecturer

Laurence Dessart, Claire Gruslin

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit 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 Key Learning Outcomes 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 learning unit

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.
In particular, the Branding and Reputation Management course contributes to the following Key Learning Outcomes:
  • Establish a strategy in order to optimize the value chain of a company, an organization or a project, adopting the position of a marketing specialist
  • Take charge of the everyday management of a company, an organization or a project, implementing the strategy that was established for this company, organization or project; in a holistic perspective, taking into account the interactions between its different functions as well as capitalizing on the characteristics of a more and more digitalized world

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.
Yorkston, E. A., Nunes, J. C., & Matta, S. (2010), The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions, Journal of Marketing, 74 (1), 80-93.
(for the complete list, please refer to Syllabus available on Lol@)

Assessment methods and criteria

Exam (individual): 60% All students must complete a test on the content of the lectures. Students must have successfully passed this exam (minimum 10 points) to be able to complete the entire course.
Article analysis & watch (group): 10% 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 one of the previous classes.
Case study (group): 10% Analysis and Presentation of Case Study
Google Online Marketing Challenge (GOMC) (group): 20% Design and Implementation of an online advertising campaign for a business or non-profit organization over a three week period and presentation (written report and oral presentation in front of a jury) of the results.
Class Participation (individual): +/- 1 Point (Bonus/Malus) Class participation is evaluated not only on the basis of volume or extent of participation during the course, 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.
 

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