0444 Global Branding
Dr. Ursula Haas-Kotzegger
Weekly hours
Language of instruction
09/14/20 to 09/24/20
Registration via LPIS
Notes to the course
Day Date Time Room
Friday 10/16/20 09:00 AM - 01:00 PM Online-Einheit
Friday 10/23/20 09:00 AM - 12:30 PM Online-Einheit
Friday 11/06/20 09:00 AM - 12:30 PM Online-Einheit
Friday 11/13/20 09:00 AM - 05:00 PM Online-Einheit
Friday 12/04/20 09:00 AM - 12:30 PM Online-Einheit
Procedure for the course when limited activity on campus

Due to the limited activity on campus the course will be held online using online coaching and teaching via MSteams. The course dates will stay the same.

As a result of globalization the world has become more complex. This is true for individuals and for companies, both face more choices and have less time to make them. Strong brands are able to reduce this complexity. They represent great value to companies and individuals since these brands simplify consumer decision making and reduce risk. This course addresses practical skills for brand managers and marketers. It examines common issues and best practices for successfully managing brands globally.
Learning outcomes

Ever more companies have realized that one of the most valuable assets is the brand name associated with their product and service. The process of planning and implementing  branding activities is crucial to understand for marketing professionals. This course aims to provide participants with:

- An understanding of the value of global brands

- Knowledge and skills to meet the challenges of successful brand management

- Insights on how to position the brand in consumers minds

- Ability to assess and successfully implement brand elements and marketing activities to build brand equity

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)

Classes consist of lectures, discussions, group debates, exercises, presentations. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.


Classes include individual (70%) and group assignments (30%).The individual assignments are based on several homework and tasks where students should show their abiltity to deal with the matter critically. These include a brand concept (30%) and a brand journal (40%). The group assignment deals with special topics in branding and includes  presentation of the findings.

Overall passing mark: 60% Grading scheme: 24-27 (4), 28-31 (3), 32-35 (2), 36-40 (1)

1 Author: Keller Kevin Lane
Title: Strategic Brand Management

Publisher: Pearson
Remarks: a master copy is available at the institute - (chapter 1-4, 6, 12)
Year: 2008
Recommendation: Essential reading for all students
Availability of lecturer(s)
by appointment
Unit details
Unit Date Contents
1 Topic: Introduction to Global Branding- Why do brands matter?- What is a global brand?- What are brand challenges and opportunities?- What is brand equity?
2 Topic: Building strong Brands- What are sources of brand equity?- What makes a brand strong?- How to build strong brands?- What is brand knowledge?
3 Topic: Brand Positioning- What is Segmentation?- What are Points-of-Parity and Points-of-Difference?
4 Topic: Brand Equity and Brand Elements- What is the purpose of brand elements?- What are criteria for choosing brand elements?
5 Topic: Marketing Communication to build Brand Equity- What is the purpose of marketing communication?- What are commong communication tools?
6 Topic: New Products and Brand Extensions- What is a brand extension?- What is the difference between line and category extension?- What are pro's and con's of extensions?

Topic: Group Presentation on Special Topics

Last edited: 2020-09-11