Syllabus
Registration via LPIS
| Day | Date | Time | Room |
|---|---|---|---|
| Monday | 06/03/19 | 11:00 AM - 01:30 PM | D2.0.392 |
| Monday | 06/03/19 | 03:00 PM - 05:30 PM | D2.0.392 |
| Tuesday | 06/04/19 | 11:00 AM - 01:30 PM | TC.5.02 |
| Tuesday | 06/04/19 | 03:00 PM - 05:00 PM | TC.5.12 |
| Wednesday | 06/05/19 | 10:30 AM - 12:30 PM | TC.5.03 |
| Wednesday | 06/05/19 | 01:00 PM - 03:00 PM | TC.4.16 |
| Thursday | 06/06/19 | 10:30 AM - 12:30 PM | D2.0.342 Teacher Training Raum |
| Thursday | 06/06/19 | 02:00 PM - 04:00 PM | D2.0.038 |
| Friday | 06/07/19 | 10:30 AM - 01:00 PM | D2.0.038 |
| Friday | 06/07/19 | 02:30 PM - 05:00 PM | D2.0.038 |
Global Brand Architectures, Brand Identity and Positioning, Brand Equity, Name
Development, Valuing Brands, Brand Audits, Cross-Cultural Issues in Branding
Evaluating the Pros and Cons of Different Brand Architectures
Understanding the Uniqueness of the Luxury Brands Market
Combining Phonemes and Morphemes to Maximize Name Effectiveness
Learning How to Estimate the Brand’s Relative Value (Brand Equity)
Understanding and Leveraging Latent Brand Equity
Understanding and Leveraging Line and Brand Extensions
Building Brand Identity, Personality, and Brand Meaning
Developing Global Brand Meaning Across Cultures
Please note that the first and last session are mandatory. If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours (1 session) is permitted.
Team Case Debate (One Case Per Team): 30%
Team Global Brand Audit: 40%
Individual Exam: 30%
Please read the "Additional information for course members below (LEARN)"
| Unit | Date | Contents |
|---|---|---|
| 1 | June 3 | Introduction, Philosophy, Syllabus, Teams, Brand Audit Review Readings: Branding in the Age of Social Media What is the Value of a Like? Marketing in the Age of Alexa |
| 2 | June 3 | Brand Meaning, Architectures, and Their Trade-Offs Reading: The Brand Report Card Branding Lab: The Days of Our Lives |
| 3 | June 4 | Brand Value and its Changing Sources Reading: Viewing Brands in Multiple Dimensions Branding Lab: The Sounds of Music/Meaning |
| 4 | June 4 | Brand Value (continued) Reading: Competing on Customer Journeys |
| 5 | June 5 | Multi-Branding vs. Line and Brand Extensions Reading: Harmonie Water: Refreshing the World Naturally |
| 6 | June 5 | Brand Personality, Identity, and Positioning Reading: Building Brand Community on the Harley Davidson Posse Ride |
| 7 | June 6 | Global Brand Management and Competition Reading: Cobra’s Chairman on Turning an Indian Beer into a Global Brand Case Debate: Teams J and K Accor: Strengthening the Brand with Digital Marketing |
| 8 | June 6 | Global Brand Management (cont.) + Luxury Brands Case Debate: Teams L and M Swiss Army: Diversifying into the Fragrance Business |
| 9 | June 7 | Brand Audit Presentations Exam Review |
| 10 | June 7 | Exam |
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