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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Brand Management

A brand is an organization’s most valuable intangible asset. This course moves beyond logo design to explore the strategic management of Brand Equity. Students will learn to build, measure, and sustain brands over time. The curriculum covers Brand Architecture, positioning, extensions, and the complex challenge of revitalizing fading brands in a competitive marketplace.

§ 01 By the end you can
  1. Define Brand Equity using the Keller (CBBE) and Aaker models
  2. Develop strong Brand Positioning statements and Values
  3. Design Brand Architecture strategies (House of Brands vs. Branded House)
  4. Manage Brand Extensions (Line vs. Category) to avoid dilution
  5. Execute Brand Audits to measure health and relevance
§ 02 Sixteen sessions

The whole semester.

  1. 01What is a Brand? Products vs. Brands
  2. 02Customer-Based Brand Equity (CBBE) Model
  3. 03Brand Positioning & Points of Parity/Difference
  4. 04Brand Elements: Names, Logos, Sonic Branding
  5. 05Integrating Marketing Communications for Brand
  6. 06Secondary Brand Associations
  7. 07Measuring Brand Equity: Tracking Studies
  8. 08 · MidtermMidterm Examination
  9. 09Brand Architecture: Monolithic vs. Pluralistic
  10. 10Brand Extensions: Risk vs. Reward
  11. 11Co-Branding & Strategic Alliances
  12. 12Managing Brands over Time: Revitalization
  13. 13Global Branding: Consistency vs. Adaptation
  14. 14Crisis Management: Protecting the Brand
  15. 15Brand Valuation: Financial Perspectives
  16. 16Final Project: The Brand Audit & Revitalization Strategy

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Brand Audit & Revitalization Strategy

How it’s judged

Recommended reading
  1. Strategic Brand Management by Kevin Lane Keller
  2. Managing Brand Equity by David A. Aaker
  3. The New Strategic Brand Management by Jean-Noël Kapferer
  4. Brand Relevance: Making Competitors Irrelevant by David A. Aaker
  5. Building Strong Brands by David A. Aaker
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