2197 Global Branding
Dr. Brigitte Bojkowszky
  • LV-Typ
  • Semesterstunden
  • Unterrichtssprache
11.09.2019 bis 23.09.2019
Anmeldung über LPIS
Hinweise zur LV
Planpunkt(e) Master
Wochentag Datum Uhrzeit Raum
Mittwoch 09.10.2019 14:00 - 18:00 TC.3.08
Mittwoch 16.10.2019 14:00 - 18:00 TC.3.08
Mittwoch 23.10.2019 14:00 - 18:00 TC.3.08
Mittwoch 30.10.2019 14:00 - 18:00 TC.3.08
Mittwoch 06.11.2019 14:00 - 18:00 TC.3.08
Dienstag 12.11.2019 17:30 - 21:00 TC.4.14
Mittwoch 20.11.2019 08:00 - 09:00 TC.3.10

Inhalte der LV

Global Branding addresses strategic branding decisions faced by an organization on an international level. This course gives insights into how to create profitable brand strategies by building, measuring, and managing brand equity. It seeks to increase an understanding of studying theories, tools, and models for branding decisions. Moreover, this course provides a forum for students to apply these principles through articles, cases, and conceptual exercises. Particular attention is paid to psychological principles at the customer level to improve managerial branding decisions.

Lernergebnisse (Learning Outcomes)

The course aims to develop strategic thinking in a global marketing context. Utilizing a teaching approach that mixes article presentations, case discussions, and a group project students will learnkey concepts and tools used in developing global marketing strategies and in managing global marketing challenges.

By the end of the course students will have understood:

  • The roles of brands, the concept of brand equity, and the advantages of creating strong brands;
  • Ways to build brand equity,designing marketing programs and activities;
  • Different approaches to measuring brand equity;
  • Alternative branding strategies and how to devise brand hierarchies and brand portfolios;
  • The role of corporate brands, family brands, individual brands, modifiers, and how to combine them into sub-brands;
  • How to adjust branding strategies over time and across geographic boundaries to maximize brand equity.

Regelung zur Anwesenheit

Mandatory attendance! 

Students will fail the course if more than 20% of class are missed.

Any case discussion missed needs to be compensated by a make-up assignment.



  • case discussions
  • article presentations
  • project presentations
  • lectures

Leistung(en) für eine Beurteilung

Evaluation and grading: 

  • Article Presentation 10%
  • Project Presentation 20%
  • Case Discussions 12%
    • Colgate 3%
    • Longchamp 6%
    • L'Oreal Yue Sai 3%
  • Final Exam 50%

Peer-rating 8%


1 Autor/in: Kevin Keller

Strategic Brand Management

Verlag: Pearson Higher Education
Auflage: International Edition 4/E
Jahr: 2013
Prüfungsstoff: Ja
Empfehlung: Referenzliteratur
Art: Buch

Teilnahmevoraussetzung(en) und Vergabe von Wartelistenplätzen

This course is part of the portfolio of elective courses of the CEMS program at WU. The course imparts in-depth knowledge of branding.

! ATTENTION ! This course is not suited to students who have participated in the Global Marketing Management core course (GMM) WS 2018 and WS 2017 with Dr. Brigitte Bojkowszky at the WU.

Detailinformationen zu einzelnen Lehrveranstaltungseinheiten

Einheit Datum Inhalte

Introduction to course “Global Branding”

Workshop: Brands & Brand Management

Lecture: Customer-Based Brand Equity


Lecture: Brand Positioning, Brand Values & Choosing Brand Elements

Lecture: Managing Brands over Geographic Boundaries and Market Segments

Lecture: Integrating Marketing Communications to Build Brand Equity 

Article 1: Dawar N, Bagga C. A Better Way to Map Brand Strategy. Harvard Business Review. June 2015; 93(6): 90-97.

Article 2: DAWAR, N, & BENDLE, N 2018, 'MARKETING IN THE AGE OF ALEXA', Harvard Business Review, 96, 3, pp. 80-86.


Lecture: Leveraging Secondary Brand Associations

Lecture: Designing and Implementing Branding Strategies

Article 3: Giana M. Eckhardt, Russell W. Belk & Jonathan A.J. Wilson (2015) The rise of inconspicuous consumption, Journal of Marketing Management, 31:7-8, 807-826

Case 1: Colgate Max Fresh: Global Brand Roll-Out – John A. Quelch & Jacquie Labatt-Randle. Harvard Business School. 2007


Lecture: Brand Extensions

Lecture: Managing Brands over Time

Article 4: JOHN, L, MOCHON, D, EMRICH, O, & SCHWARTZ, J 2017, 'WHAT’S THE VALUE OF A LIKE?', Harvard Business Review, 95, 2, pp. 108-115.

Article 5: Greyser, S. A. and Urde, M. (2019) ‘What Does Your Corporate Brand Stand For?’, Harvard Business Review, 97(1), pp. 80–88.

Case 2: L'Oreal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic Brand Yue Sai. Haiyang Yang & Pierre Chandon. INSEAD. 2013.


Case 3: Longchamp. J. Avery, T. Junker, D. Beyersdorfer. Harvard Business School. 2017.

NOTE: 11:30-13:00

Guest talk: Bettina Wittmann, BA, Founder & Growth Strategist at WEBOUND MARKETING


Peer rating

Project presentations


Exam (closed book)

Zuletzt bearbeitet: 02.10.2019