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.

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.

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

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%

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.