Brand Management

General characterization

Prerequisites

N/A

Bibliography

Main bibliography:

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).

Additional bibliography:
• 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.

Additional bibliography:

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;

Other resources:

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.

Teaching method

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.

Evaluation method

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.

Subject matter

• 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 ?;

• Brand Identity:

  Introduction to the main Brand Identity models currently in use in the Industry and in the academic literature;

• Brand Positioning:

  Analysis of the main Positioning processes currently in use in the Industry;

• Brand Strategy:

  Brand Portfolio Brand Architecture Brand Extensions;

• Brand Building and Brand Management:

  Defining Brand Elements;

  Designing Brand Marketing Programs;

  Designing Brand Communication Programs.

Programs

Programs where the course is taught: