1014 Brand Management
Renato de Sousa Castro Regis, M.Sc.Ph.D.
Contact details
Weekly hours
Language of instruction
09/21/20 to 10/08/20
Registration via LPIS
Notes to the course
Day Date Time Room
Tuesday 10/13/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 10/20/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 10/27/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 11/03/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 11/10/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 11/17/20 03:00 PM - 06:00 PM Online-Einheit
Tuesday 11/24/20 03:00 PM - 06:00 PM Online-Einheit
Procedure for the course when limited activity on campus

In case access to campus is limited, we will have classes in a full distance-learning mode.

Classes will be held in online live sessions in order to motivate participation.

The online sessions will be held in the same times as the regular sessions would be, however, they will be shortened, as these tend to be more exhausting then in-person classes. Therefore extra dates will be decided together with the students.

In case students cannot be present there will be a chance to receive a recording of the lecture.


This course provides students with fundamental understanding of brand development and its strategic management, while blending theoretical and practical approaches. Although the major focus of the course falls on strategic brand management form a corporate perspective, brand influence on consumer-behavior will be also addressed.

The course covers topics such as branding strategy, brand image, brand positioning, brand extension and brand equity management. It will also touch on other important themes as brand communication, the role of culture in brand management, luxury brand management, conducting brand audit and brand-related research. The covered topics will provide a knowledge base that will allow students to tackle a practice project aiming at conducting a brand audit and developing brand strategy improvement recommendations.

Please note that this course is held in English. However, the language will not be a criterion for grading.

Learning outcomes

Upon successful completion of this course, students should:

  • have an understanding of how to build, strategically develop and sustain strong brands
  • be able to critically evaluate branding strategy and suggest improvements
  • have first ‘hands-on’ experience in conducting brand audit and giving strategy improvement recommendations
Attendance requirements

Attendance is required according to the usual rules at WU.

The attendance requirement is met if a student is present at least 80% of the time.

Attendance requirements might vary during the distance learning period.

Teaching/learning method(s)

The course combines interactive lectures, discussions, group and individual assignments. The course stresses practical ‘hands-on’ approach, therefore apart from discussions of real-life branding examples and case study analyses, the students will also have a chance to work on a practice project.

Attendance and participation are compulsory throughout the course. 


Individual assessment:

Final exam – 25 points

Weekly homework - 15 points

Quizzes - 20 points


Group assessment:

Final presentation - 30 points

Final report (complete slide-set) - 10 points


Peer evaluation


The aim of the group project is to conduct a brand audit  and to propose brand strategy improvement recommendations. The brand audit is expected to cover the concepts covered in class, with a special focus falling on brand elements, brand positioning, brand knowledge and brand communication. The detailed instructions on the group assignment will be posted on Learn@WU.


Grading scheme:

1 - >=90

2 - >=80; <90

3 - >=70; <80

4 - >=60; <70

5 - <60


1 Author: Keller, K.L.
Title: Strategic Brand Management

Publisher: Pearson
Edition: 4 ed.
Year: 2013
Content relevant for class examination: Yes
Recommendation: Strongly recommended (but no absolute necessity for purchase)
Type: Book
Availability of lecturer(s)

via Email:

Last edited: 2020-09-21