64703 - Brand Management

Learning outcomes

By the end of this course students are able to: - provide an interdisciplinary overview of brand management; - discuss existing models and theories related with brand management; - develop resources and analytical capabilities to measure brand related outcomes (e.g., brand reputation); - examine real examples and cases of brand management practices (e.g., guest speakers from industry and academia); - contribute to students' team work skills on brand management projects.

Course contents

Structure of the course:

1 Principles of Brand Management

2 Customer Based-Brand Equity and Brand Positioning

3 Sources of Brand Equity & The Reputation Tracker

4 Brand Elements and Guest Lecture

5 Team Presentations of Reputation Tracker Project

6 Branding and Marketing Communication

7 Branding in the Digital Era

8 Brand Associations

9 Brand identity ‘s six dimension ( Kapferer’s Prysm ) and Brand Relationship

10 Brand Architecture and Brand Extensions

Readings/Bibliography

Part 1/2 -Keller, K., L., & Swaminathan, V. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). 2019. Pearson Education Limited.

Part 1

- Scheidt, Stefan, Carsten Gelhard, and Jörg Henseler. "Old practice, but young research field: A systematic bibliographic review of personal branding." Frontiers in psychology 11 (2020): 1809.

-Affonso, Felipe M., and Chris Janiszewski. "Marketing by design: The influence of perceptual structure on brand performance." Journal of Marketing 87, no. 5 (2023): 736-754.

- Rust, Roland T., William Rand, Ming-Hui Huang, Andrew T. Stephen, Gillian Brooks, and Timur Chabuk. "Real-time brand reputation tracking using social media." Journal of Marketing 85, no. 4 (2021): 21-43.

-Raffaelli, Carolina, Elena Bocchi, Zachary Estes, and James S. Adelman. "BRAND: Brand recognition and attitude norms database." Behavior Research Methods 57, no. 1 (2025): 1-26.

Part 2

- David A. Aaker Keller K.L., Consumer Evaluations of Brand Extensions”, Journal of Marketing Volume 54, Issue 1, January 1990, Pages 27-41,

- Keller, K., L., MSI, Marketing Science Institute, “Building Customer Based Brand Equity : a blue print for creating strong brands”

- Yu-Shan Chen Journal of Business Ethics (2010) 93:307-319, “The Drivers of Green Brand Equity: Green, Brand Image, Green Satisfaction, and Green Trust “

Garg, A. (2015). “Green marketing for sustainable development: An industry perspective”, Sustainable Development, 23(5), 301–316.

Teaching methods

- Lectures

- Group Work

- Guest Speakers

- Case studies

- Brand Visual Moodbord

Assessment methods

This course is divided in two parts. The final grade of the entire module is by computing the average between the two parts.

Though not compulsory, class attendance and participation is strongly encouraged.

 

Teaching tools

KNIME Analytics Software

Office hours

See the website of Francisco Javier Villarroel Ordenes

See the website of Sungtak Hong