EMBA5725 BRAND MANAGEMENT

Course Objectives

It is increasingly argued within marketing management circles that companies no longer make products, rather they create, develop and build brands. The purpose of this course is to provide a thorough understanding of branding processes in the 21st century. The role of brands and branding are examined at two levels. In macro level analysis, the sociocultural role of brands in contemporary global consumer culture is provided. In micro level analysis the role of brands and branding both from a managerial and a consumer perspective are covered. In the first part of the course, consumers and their behavior with regard to brands will be examined. Examples of consumer issues include consumer brand relationship, consumer identity construction, and brand communities. Also, social role of brands as cultural, ideological, and political objects or global ideoscapes are discussed in the class. In the second part of the course, managerial concepts such as brand equity, brand identity, corporate branding, brand extensions, and co-branding is covered.

Course Content

The course provides a thorough understanding of branding processes in the 21st century. In the first part of the course, consumers and their behavior with regard to brands will be examined. Also, social role of brands as cultural, ideological, and political objects are discussed in the class. In the second part of the course, managerial concepts such as brand equity, brand identity, brand types, corporate branding, brand extensions, and brands and innovations are covered.

Course Learning Outcomes

Course Specific Skills:

• Explain and discuss how brands are strategic assets for companies towards a strong market position.
• Articulate, analyze, and plan brand positioning and design.
• Develop appropriate brand strategies for different types of brands
• Explain and discuss how consumers interact with brands
• Demonstrate an understanding of the interdisciplinary foundations (psychology, sociology, and anthropology) that underpin branding
• Recognize and reflect upon the social and cultural significance of brands in 21st century consumer culture

Discipline Specific Skills:

• differentiate, apply, analyze, and reflect on theories, concepts, and methods commonly used in exploring and understanding branding
• understand interactions of firm, consumer, and society around brands

Personal and Key Skills:

• participate in group interaction, including leadership and discussion opportunities
• develop oral and written communication skills, including negotiation, argumentation, and written presentation
• develop critical reading and writing skills