IEBM MOD.II (BRAND MANAGEMENT)
Global markets have been witnessing a growing relevance of brands in contemporary economy and society. For companies, brands are fundamental sources of competitive advantage in turbulent markets where competition rapidly increases and evolves. For the post-modern consumer, brands have been progressively fundamental resources for self-identity production and unique source of value in the experiential turn of the economy. Globalization and rising consumer mobility push companies to rethink of their brands by considering cross-cultural challenges in the pursuit of sustainable global brands. Brands and branding have become pervasive in people’s lives, not without causing negative reactions amongst consumers, thus imposing companies to re-envision the essence of their brands. The pervasiveness of brands and branding is further boosted by the penetration of branding principles and techniques outside of the business domain, with their adoption in NGOs, universities, cultural institutions such as museums, and places like countries, regions and cities. Digitalisation has been significantly impacting the way in which brands are conceived and designed since the web and social media platforms have been radically changing how consumers build relationships with brands.
Based on such background the learning objectives of the course are:
Knowledge and Understanding: The student will reach an understanding of brand management concepts, models and tools of analysis as well as an understanding of strategic branding processes in relation to firms’ internationalisation in the global context. Moreover, the student will develop knowledge on the new trends in brand management in relation to digitalisation. Focus will be on the underlying mechanisms of brand digitalisation, including global brand value co-creation, connectivity and engagement with costumers’ communities.
Knowledge application ability: At the end of the course, the student will be able to conduct a brand analysis, understand and explain underlying brand strategies by utilising a technical language.
Ability of autonomous assessment: Aim of the course is to make the student learn the rationale for brand analysis and make him/her autonomous in analysing, assessing and comparing brands, by stimulating reflections on “so what to do?” for strengthening brands. Classroom discussions and project work elaboration will boost the student’s ability to put the course learning points into practice.
Communication skills: Through discussion sessions and presentations, the student will be required to communicate and explain the learnt concepts and models as well as the results of individual and group work in an exhaustive way.
Learning ability: The student will manage individual study on bibliographic references, group work, individual and group search of materials and data for the brand analysis. Overall the student is asked to show an ability to apply the built knowledge and to develop critical thoughts.
The course is addressed to master’s students in management. Students need basic background knowledge in marketing and management.
Section 1: Understanding brands and branding (12 hours)
Brand positioning; brand management: concepts and fields of application; challenges in global branding and internationalization strategies; brand’s role in corporate and business strategies; consumer-based brand equity; B2B branding; internal branding.
Section 2: Strategic brand management (12 hours)
Brand architecture, the leveraging of secondary associations through brand alliances and co-branding; brand extension. Brand management in the digital scenario; digitalisation and brand equity; digital brand communities and cross-cultural community building; digital branding strategies and brand value co-creation.
Section 3: Brand analysis and measurement (6 hours)
Introduction to techniques of brand analysis and the tracking of brand performance; brand audit methodological framework.
Section 4: Global brand strategies and the Country of Origin (12 hours)
Internationalization strategies, global brands and regionalisation; geographic associations; globalness/localness and brand equity; brand origin in global fragmented value chains; leveraging country-of-origin effect: advantages and challenges.
Section 5: Project work (6 ore)
Students will develop and present a project work. Presentations will be followed by a classroom discussion integrating theoretical and methodological aspects emerged in the students’ work.
The course is organised in lectures, classroom discussions and case study presentations.
For students regularly attending to classes, the examination will be composed of two parts: a) project work; b) written exam and colloquium. The written test is composed of 6 themes to be discussed by the students. Each theme is composed of one or two open questions (0 to 5 for each theme). The exam lasts 90 minutes. During the exam, students are not allowed to use mobile devices, laptop, books or notes. The colloquium is open to all students and compulsory whenever requested by the lecturer to finalise the assessment.
Through the project work the ability to work with brand and branding concepts and models and to autonomously and critically develop a brand analysis will be tested. The project will be presented in class with a 20 mins presentation, followed by 10 mins discussion. A short essay of 1,000 words will be handed in by the students, summarising the contents of the presentation (detailed instructions will be provided by the lecturer during the course).
The final mark will result from the assessment of the project work and the exam.
During the course students’ learning progress is assessed through class discussions and assignments (these activities do not contribute to the final mark).
Keller, K. L. (2013). Strategic Brand Management. Building, Measuring, and Managing Brand Equity (4th ed.), Pearson: chapters 1, 2, 3, 4, 5 (pp. 187-209), 7 (pp. 259-278), 8, 9, 11, 12 (pp. 432-447), 14.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behaviour, Journal of Business Research 69: 5833-5841.
Additional materials are provided by the lecturer and are available on the MSTeams channel dedicated to the course.
The course is taught in English.