A balanced approach to Brand Management, combining theory and practice, for students who aim to work in Marketing, Sales, Advertising, Communication or Strategy.
Nestlé is our partner for this Course.
This Course is only open to students with knowledge in Marketing – through at least two previous Courses in Marketing or/and Sales, in the Undergraduate or Graduate programs – or/and previous working experience related to the Marketing area (e.g., Internship, Summer Job, professional experience in Marketing, Strategy, Sales or Communication).
Catherine Therese Laurence Jouven da Silveira
Weekly - Available soon
Total - Available soon
Aaker, David A. - Building Strong Brands, 2002, Free Press Business.
Kapferer, Jean-Noël - The New Strategic Brand Management, 5th edition, 2012, Kogan Page (Essential).
Keller, Kevin Lane & Aperia, Tony & Georgson, Mats - Strategic Brand Management, A European perspective, 2nd Edition, 2012, Prentice Hall (Essential).
• De CHERNATONY, Leslie. From Brand Vision to Brand Evaluation, 3rd Edition, 2010, Butterworth –Heinemann / Elsevier;
• REIMAN, Joey. The story of Purpose – The path to creating a brighter brand, a greater company, and a lasting legacy, 2013, Wiley;
• KLEIN, Naomi. No Logo, 2000, Flamingo- Harper Collins Publishers;
• SHARP, Byron. How brands grow, Part 1, 2010, Oxford University Press;
• SHARP, Byron & ROMANIUK, Jenni. How brands grow, Part 2, 2016, Oxford University Press;
• SILVERSTEIN, Michael J. & FISKE, Neil. Trading up, 2005, Portfolio and Treasure Hunt, Inside the Mind of the New Consumer, 2006, Portfolio.
De Chernatony, Leslie. From Brand Vision to Brand Evaluation, 3rd Edition, 2010, Butterworth – Heinemann / Elsevier.
Reiman, Joey. The story of Purpose – The path to creating a brighter brand, a greater company, and a lasting legacy, 2013, Wiley.
Klein, Naomi. No Logo, 2000, Flamingo- Harper Collins Publishers.
Sharp, Byron. How brands grow, Part 1, 2010, Oxford University Press.
Sharp, Byron & Romaniuk, Jenni. How brands grow, Part 2, 2016, Oxford University Press.
Silverstein, Michael J. & Fiske, Neil
Trading up, 2005, Portfolio;
Treasure Hunt, Inside the Mind of the New Consumer, 2006, Portfolio;
Course power point slides will be available on the Class web page/Moodle a few days before each class;
Additional Material [Readings, Practical cases…] will be available on the same web page.
The Course includes 2 different types of Classes:
Lectures: organized to provide the essential Branding knowledge as well as the appropriate tools to conduct the Team Project.
Team Project Sessions: where students are required to present a predetermined part of their Project teamwork. The Course Instructor and/or the Teaching Assistant provide feedback during the Session. Five one-hour Team Sessions are scheduled during the Semester. Besides the Team Sessions, Groups can meet their Teaching Assistant during their Office Hour by appointment [Students should book
in advance via e-mail]. Team Session attendance is mandatory.
Team Project: 60%
• Final Presentation [Power Point Document and “Physical” Presentation] to
NESTLÉ: 20% [Team evaluation]
• Individual Contribution: 15% [Peer evaluation]
• Team Sessions’ quality and preparation: 20% [Team evaluation] • Communication Skills: 5% [Individual evaluation]
Individual in- class written Assignment: 10% and Final Exam [Mandatory]: 30% [Minimal grade of 8,5 is required]
The general rules of the NOVA School of Business and Economics apply in case of academic dishonesty and in any situation not foreseen in the above.
Introduction to the main Brand Concepts:
What is a brand ?;
How brands create (or not) value for the consumer?;
Measuring Brand Performance:
Introduction to Marketing Research techniques used in Brand Equity and Brand Image analysis How to measure Brand Equity?;
How to measure Brand Awareness and Brand Image?;
Branding Challenges and Opportunities:
What’s on? What’s next ?;
Introduction to the main Brand Identity models currently in use in the Industry and in the academic literature;
Analysis of the main Positioning processes currently in use in the Industry;
Brand Portfolio Brand Architecture Brand Extensions;
Brand Building and Brand Management:
Defining Brand Elements;
Designing Brand Marketing Programs;
Designing Brand Communication Programs.