Syllabus

Title
4609 Global Branding
Instructors
Prof. Dr. Timothy Heath
Contact details
  • Type
    PI
  • Weekly hours
    2
  • Language of instruction
    Englisch
Registration
02/11/19 to 02/20/19
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Dates
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

Contents

    Global Brand Architectures, Brand Identity and Positioning, Brand Equity, Name

    Development, Valuing Brands, Brand Audits, Cross-Cultural Issues in Branding

Learning outcomes

     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

Attendance requirements

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.

Teaching/learning method(s)

   Lectures, Cases with Teams Debating, Readings, Exercises

Assessment

    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)"

Prerequisites for participation and waiting lists

     Personal Genius

Readings

1
Title:

 

          Articles (May Reduce, Though Some are Quite Short)

          Branding in the Age of Social Media  

        What is the Value of a “Like?”

        Competing on Customer Journeys

        Viewing Brands in Multiple Dimensions

        Marketing in the Age of Alexa

        The Brand Report Card

         Building Brand Community on the Harley Davidson Posse Ride

           (A Case Read as an Article)

         Cobra’s Chairman on Turning an Indian Beer into a Global Brand

         Harmonie Water: Refreshing the World Naturally

            (A Brief Case Read as an Article)


2
Title:

   

     Case (Select Teams Debate): Accor: Strengthening the Brand with Digital Marketing

     Case (Select Teams Debate): Swiss Army: Diversifying into the Fragrance Business

    

      Please note that the cases are subject to review.

 


Recommended previous knowledge and skills

         None

Availability of lecturer(s)

        e-mail: timothyheath@usf.edu

Unit details

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

Last edited: 2019-05-22



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