This is an introductory course to strategic brand management. The purpose of the course is to provide students with tools and frameworks to position and design new brands as well as audit, re-position and re-design existing ones.
First and foremost we address the concept of brand, by providing several examples of its definition. Furthermore we approach the two key pillars of brand management: architecture and positioning. In specific the course proposes a framework to understand and develop a brand architecture, by analyzing advantages and disadvantages of possible architectures e.g. monolithic /brand house vs. multi-brand / house of brands.
Furthermore it introduces students to the concept of brand positioning by looking at a positioning model, its components, the relation between the dimensions as well as many examples. Both sections include a theoretical view to the framework, and many examples to balance theory and practice.
In addition to that the course includes an introduction to brand equity, its dimensions and its measures as well as a simple model to conduct a brand audit. Brand equity is one of the most important - yet misunderstood - elements of marketing and branding, because it lays the ground to measuring a brand health.
Finally, we propose a basic brand audit model, to help students in familiarizing themselves with the concept of taking a snapshot into a brand's health.
The course includes the following lectures:
- Definition of a brand
- Brand architecture
- Brand Positioning
- Brand Equity
- Brand Audit
Finally the course includes some quizes so that students can tests their understanding and familiarity of the concepts presented during the lectures.
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