0858 Global Branding
Alfred Dolecek, M.Sc.
Contact details
Weekly hours
Language of instruction
09/17/20 to 09/24/20
Registration via LPIS
Notes to the course
Day Date Time Room
Wednesday 10/14/20 02:00 PM - 05:00 PM TC.4.12
Wednesday 10/21/20 02:00 PM - 05:00 PM TC.4.12
Wednesday 10/28/20 02:00 PM - 05:00 PM TC.4.12
Wednesday 11/04/20 02:00 PM - 05:00 PM TC.4.12
Wednesday 11/11/20 02:00 PM - 05:00 PM TC.4.12
Wednesday 11/18/20 02:00 PM - 05:00 PM Online-Einheit
Wednesday 11/25/20 02:00 PM - 05:00 PM Online-Einheit
Wednesday 12/02/20 02:00 PM - 05:00 PM Online-Einheit
Procedure for the course when limited activity on campus

In case of limited activity on campus, the course will take place in rotation mode (i.e. changing student groups will be present in the classroom).


Brand journal - 20 points

remote take-home exam -60 points

Teamwork -20 points


All scores are reported in half-point increments.

Overall passing mark = 60%


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. In spite of the importance and the millions spent on planning and implementing of branding activities, many marketing professionals do not understand how to successfully manage their brands and how to integrate the brand into the overall marketing activities. 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

Students are expected to attend all sessions. Students are allowed to miss no more than one class to be eligible to sit for the examination. 

Teaching/learning method(s)
Classes consist of lectures, discussions, group debates, exercises, presentations, guest speakers and other activities. Students are expected to read the relevant materials and complete assignments prior to each class, and to participate actively in discussions and activities.

Brand journal - 20 points

Exam -60 points

Teamwork -20 points


All scores are reported in half-point increments.

Overall passing mark = 60%

1 Author: Keller Kevin Lane

Strategic Brand Management 4e

Publisher: Pearson
Remarks: A master copy is available at the institute for International Marketing Management.
Year: 2013
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Availability of lecturer(s)

Alfred Dolecek, M.Sc.:

For any organisational questions please contact


For incoming exchange students: please note that this course cannot be taken together with course #0968 Brand Management - students have to choose one of these two courses!

Unit details
Unit Date Contents

Introduction to Global Branding- Why do brands matter?- What is a global brand?- What are brand challenges and opportunities?- What is brand equity?


Building strong Brands- What are sources of brand equity?- What makes a brand strong?- How to build strong brands?- What is brand knowledge?


Brand Positioning- What is Segmentation?- What are Points-of-Parity and Points-of-Difference?


Brand Equity and Brand Elements- What is the purpose of brand elements?- What are criteria for choosing brand elements?


Marketing Communication to build Brand Equity- What is the purpose of marketing communication?- What are common communication tools?


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?


Group Presentation on Brand Audits

Last edited: 2020-08-21