Branding syllabus

Branding

• 1 Introduction (6 LHs)

  • Brand and branding concepts; brand versus product
  • Importance of brands to consumers and firms
  • Branding different products and brand hierarchy
  • Brand management concept and process
  • Challenges and opportunities
• 2 Customer-Based Brand Equity (7 LHs)

  • CBBE concept
  • Brand awareness and image as equity sources
  • Four steps of brand building: identity, meaning, response and relationships
• 3 Establishing Brand Positioning (6 LHs)

  • Positioning concept and process
  • Target market, competition, parity and difference associations
  • Updating positioning over time
  • Brand mantra
• 4 Brand Marketing Programs (13 LHs)

  • Brand elements and selection criteria
  • Names, URLs, logos, symbols, characters, slogans, jingles and packaging
  • Product strategy and perceived quality
  • Pricing and consumer price perception
  • Direct and indirect channel strategy
  • Promotion, PR, publicity and word of mouth
  • Integrated marketing communications
• 5 Leveraging Secondary Brand Associations (6 LHs)

  • Secondary brand association concept
  • Companies, country of origin and channels
  • Co-branding, licensing and endorsements
  • Events and other third-party sources
• 6 Branding in the Digital Era (6 LHs)

  • Digital-era branding issues and engagement
  • Websites and email marketing
  • Paid social channels and video
  • Mobile marketing, messaging, in-app and proximity systems
  • Influencer and content marketing
• 7 Managing Brands Over Time (5 LHs)

  • Brand extensions and their merits and demerits
  • Reinforcing and revitalizing brands
  • Brand portfolio adjustments