0331 Global Branding
Dr. Ursula Haas-Kotzegger
Weekly hours
Language of instruction
09/12/23 to 09/26/23
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/16/23 10:30 AM - 01:30 PM TC.3.07
Monday 10/30/23 10:30 AM - 01:30 PM D5.1.002
Monday 11/06/23 10:30 AM - 01:30 PM D4.0.127
Monday 11/13/23 10:30 AM - 01:30 PM D2.0.382
Monday 12/04/23 09:00 AM - 04:30 PM TC.5.18
Monday 12/11/23 10:30 AM - 01:30 PM D3.0.222
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

- Skills to manage customer experience and touchpoints

- Discuss new trends in branding

Attendance requirements

Please note that the first and last session are mandatory (this rule also applies if the course takes place online). If you do not attend the first session, you will be de-registered from the course. In order to obtain a grade, 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)


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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?

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


Topic: Group Presentation on Special Topics

Last edited: 2023-04-03