32997 - Brand Management

Learning outcomes

>>> IMPORTANT NOTICE: The course will be held in the second semester and will begin in February 2027. <<<

Course philosophy

The basic philosophy for this course is to blend theory and practice of brand management.

Branding is both an art and a science.

While theory has not gained deserved attention in corporate situations, appropriate frameworks and models and familiarity with past successful and unsuccessful branding strategies, managers can make better and more informed decisions that are more likely to succeed.

While the course has obvious relevance for those contemplating marketing/communication or consulting careers, it is also appropriate for a range of professionals as there is little in business that doesn’t at some point wrestle with branding issues.

Learning outcomes

Students are expected to develop a comprehensive understanding of brand management and how brands affect the company’s performance and how it can drive superior financial results.

Students will learn how to identify brand meaning and to measure brand strength for any particular marketing offering and will be expected to have an understanding of how to develop brands – from strategy to implementing a ‘brand plan’, conduct brand market research, develop advertising and promotion, and understand how brands can be extended utilizing existing brand equities. The student will also be expected to learn how brand pricing, distribution, and communications affect brand equity.

They will also learn how to measure brands’ effectiveness.

The course (and project participation) will also provide exposure to "real life" brand positioning, strategic brand management, brand portfolio strategies and brand planning.

Course policies

1. Regular attendance is highly recommended because of the nature of the course.

2. Be prompt and seated so we can begin class on time. If you have an unforeseeable issue that requires you to be late or leave early from class, please notify me prior to class.

3. You may use your laptops in class to work on content for this class only.

4. Please be particularly prompt, respectful, attentive and engaged with guest speakers. They are generously donating their time and wisdom for your benefit.

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Course contents (see also list of topics and class schedule)

1) What is brand management and why brands matter: the science of branding A comprehensive set of lectures of branding following and reviewing Lane Keller "Strategic Brand Management" integrated by selected reading and brand chats:

- Opening perspectives on Brand Management

- Developing a Brand Strategy

- Designing and Implementing Brand Marketing Programs

- Measuring and Interpreting Brand Performance

- Growing and Sustaining Brand Equity

2) The real life. A set of guest speakers who will introduce us to the daily corporate life and practical examples of branding issues (usually 2-3 guest speakers during the course)

3) Brand cases. Selected brand cases to foster the learning of brand principles and exercise critical thinking.

4) Brand project teamwork: A "class meets real life" exercise on one of the Top 100 brands, to prepare a compelling plan with a corporate flair; an entertaining way to learn more about brands and show your skills at practice !

Course contents

SCHEDULE AND LIST OF TOPICS

Class #1

Introduction to Brand Management
Why Brands Matter
The Strategic Brand Management Process

[Review Chapter 1 – Brands and Brand Management]

Developing Brand Strategies and Brand Positioning

[Review Chapter 2 – Customer-Based Brand Equity and Brand Positioning]

“The Brand Is Me” optional assignment introduced. Due by Class #3.

Students select a brand from the Interbrand Best Global Brands ranking for the Brand Analysis Project.

Class #2

Brand Resonance and the Brand Value Chain

[Review Chapter 3 – Brand Resonance and the Brand Value Chain]

Choosing Brand Elements to Build Brand Equity

[Review Chapter 4 – Choosing Brand Elements to Build Brand Equity]

Introduction and briefing for the Brand Analysis Project.

Project teams and selected brands will be confirmed.

Class #3

Designing Brand Marketing Programmes: Product, Pricing and Channel Strategies

[Review Chapter 5 – Designing Marketing Programs to Build Brand Equity]

Building Brand Equity through Integrated Marketing Communications

[Review Chapter 6 – Integrating Marketing Communications to Build Brand Equity]

“The Brand Is Me” optional assignment due.

Class #4

Branding in the Digital Era: Digital Platforms, Social Media and Online Brands

[Review Chapter 7 – Branding in the Digital Era]

Leveraging Secondary Brand Associations to Build Brand Equity

[Review Chapter 8 – Leveraging Secondary Brand Associations to Build Brand Equity]

Class #5

Executive Guest Speaker

Review and discussion of selected brand management topics

Mid-term test briefing.

MID-TERM BREAK

Class #6

Developing a Brand Equity Measurement and Management System

[Review Chapter 9 – Developing a Brand Equity Measurement and Management System]

Measuring the Sources of Brand Equity: Customer Mindset

[Review Chapter 10 – Measuring Sources of Brand Equity: Capturing Customer Mind-Set]

Measuring the Outcomes of Brand Equity: Market Performance

[Review Chapter 11 – Measuring Outcomes of Brand Equity: Capturing Market Performance]

Class #7

Designing and Implementing Brand Architecture Strategies

[Review Chapter 12 – Designing and Implementing Brand Architecture Strategies]

Class #8

Introducing and Naming New Products and Brand Extensions

[Review Chapter 13 – Introducing and Naming New Products and Brand Extensions]

Managing Brands Over Time

[Review Chapter 14 – Managing Brands Over Time]

Class #9

Managing Brands Across Geographic Boundaries and Market Segments

[Review Chapter 15 – Managing Brands Over Geographic Boundaries and Market Segments]

Final Considerations and Course Review

[Review Chapter 16 – Closing Observations]

Brand Analysis Project due one week before the final presentations.

Class #10

Brand Analysis Project – Final Presentations

Each team presentation should not exceed 15 minutes. At least three members of each team are expected to present.

Readings/Bibliography

Required textbook

Kevin Lane Keller and Vanitha Swaminathan, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Global Edition, Pearson, 2020.

The textbook provides the main conceptual framework for the course. The chapters assigned to each class are indicated in the course schedule.

Compulsory readings

1. Jennifer L. Aaker, “Dimensions of Brand Personality”, Journal of Marketing Research, Vol. 34, No. 3, 1997, pp. 347–356.

2. Douglas Holt, “Branding in the Age of Social Media”, Harvard Business Review, March 2016.

Suggested readings

1. Kevin Lane Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity”, Journal of Marketing, Vol. 57, No. 1, 1993, pp. 1–22.

2. David A. Aaker and Kevin Lane Keller, “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol. 54, No. 1, 1990, pp. 27–41.

3. Susan Fournier, “Consumers and Their Brands: Developing Relationship Theory in Consumer Research”, Journal of Consumer Research, Vol. 24, No. 4, 1998, pp. 343–373.

4. Katherine N. Lemon and Peter C. Verhoef, “Understanding Customer Experience Throughout the Customer Journey”, Journal of Marketing, Vol. 80, No. 6, 2016, pp. 69–96.

5. David C. Edelman and Marc Singer, “Competing on Customer Journeys”, Harvard Business Review, November 2015.

6. Kantar, Blueprint for Brand Growth, 2024.

7. Jean-Noël Kapferer and Vincent Bastien, The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands, 3rd Edition, Kogan Page, 2025. Selected chapters.

8. Jonathan A.J. Wilson, Giana M. Eckhardt and Russell W. Belk, “Luxury Branding Below the Radar”, Harvard Business Review, September 2015.

9. Knowledge at Wharton, “Can Dolce & Gabbana Recover from Its Mistakes in China?”, December 2018.

Note for students not attending classes

Students who do not attend the course are required to study the assigned textbook chapters and all compulsory readings. Suggested readings are not part of the formal examination programme unless otherwise communicated by the instructor.

Teaching methods

Teaching methods

The course will involve lecturing, class discussion, guest speaker presentations and team project work and other interactive sessions (e.g. role playing, business games, simulations etc.)

Assessment methods

Assessment and grading

Students may choose whether to participate in the Team Project Work. The calculation of the final grade depends on this choice and on whether the examination is taken through the two partial tests or through the comprehensive final exam.

1. Students participating in the Team Project Work

When the examination is completed through the two partial tests, the final grade is calculated as follows:

• Mid-term test: 30%

• Team Project Work: 30%

• Second partial exam: 40%

The second partial exam covers the material taught in the second part of the course and is available only during the summer examination sessions (June and July).

Students participating in the Team Project Work who take the comprehensive final exam instead will be assessed as follows:

• Team Project Work: 30%

• Comprehensive final exam: 70%

2. Students not participating in the Team Project Work

Students who do not participate in the Team Project Work will be assessed exclusively on an individual basis.

When the examination is completed through the two partial tests, the final grade is calculated as follows:

• Mid-term test: 30%

• Second partial exam: 70%

The second partial exam is available only during the summer examination sessions (June and July).

Students who take the comprehensive final exam will be assessed entirely on that examination, which will account for 100% of the final grade.

3. Fall examination sessions

During the fall examination sessions, no second partial exam is available. All students must take the comprehensive final exam, covering the entire course programme. Any grade previously obtained for the Team Project Work will remain valid and will account for 30% of the final grade.

Optional assignment – “The Brand Is Me”

The optional assignment may add up to 3 points to the Mid-term test grade. The points awarded will range from 0.5 to 3, depending on the quality of the analysis, its organization and clarity, and the quality of the written presentation.

Teaching tools

All digital materials that are part of the classes will be available on the repository of the university.

Office hours

See the website of Nicola Giorgi