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Brand Management

Objectives

The objectives of this class is to understand brand management strategies, the concept of brand equity and how to build and sustain it. 

General characterization

Code

200197

Credits

3.5

Responsible teacher

Teodora Szabo-Douat

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

  

Bibliography

Livro obrigatório:

  • Keller, Kevin Lane, and Vanitha Swaminathan. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education Limited, 2019. ProQuest Ebook Central

 

Leituras recomendadas:

  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
  • Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31(1), 1-16.
  • Jiang, Y., Gorn, G. J., Galli, M., & Chattopadhyay, A. (2016). Does your company have the right logo? How and why circular-and angular-logo shapes influence brand attribute judgments. Journal of Consumer Research, 42(5), 709-726.
  • Monga, A. B., & John, D. R. (2007). Cultural differences in brand extension evaluation: The influence of analytic versus holistic thinking. Journal of Consumer Research, 33(4), 529-536.
  • Yorkston, E., & Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43-51.
  • Yorkston, E. A., Nunes, J. C., & Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of Marketing, 74(1), 80-93.

Teaching method

  • Lectures
  • Group project - Tesla brand extension
  • Group works in class (/Zoom breakout rooms)
  • Forum discussions on Moodle
  • Quiz

Evaluation method

Tesla Group Project 40%
Exam 40%
Forum discussions (2) 10%
Attendance and participation 10%

 

Subject matter

Session

Topic

Chapter in Keller & Swaminathan

Session 1 - November 2

Introduction to brand management

Chapter 1

Session 2 - November 9

Brand equity and positioning

Chapters 2 & 3

Session 3 - November 16

Designing and implementing brand marketing programs

Chapters 4 & 5 & 6

Session 4 - November 23

Measuring and interpreting brand performance

Chapters 9 & 10 & 11

Session 5 - November 30

Growing brand equity

Chapters 12 & 13

Session 6 - December 7

Sustaining brand equity

Chapters 14 & 15

Session 7 - December 14

Group presentations

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Programs

Programs where the course is taught: