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Tantárgy adatlap

Brand Management

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NMARV557B
A tantárgy megnevezése (magyarul): Brand Management
A tantárgy neve (angolul): Brand Management
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): 1+1 (lecture, seminar)
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: fall semester
Az oktatás nyelve: angol
Előtanulmányi kötelezettségek: Marketing Principles
A tantárgy típusa: elective
Tantárgyfelelős tanszék: Marketing-, Média- és Designkommunikáció Tanszék
A tantárgyfelelős neve: Dr. Kolos Krisztina Ágnes

A tantárgy szakmai tartalma: The purpose of this course is to provide an in-depth understanding of the subjects of brands, brand equity and brand management. We highlight the specific characteristics of diverse brands such as retailer brands, country brands, luxury brands. The central theoretical model of the course is the customer-based brand equity model, both its sources and outcomes will be covered. We also focus on brand growth options and discuss the opportunities of brand architecture, brand extensions, brand revitalization and global branding. The course is designed for business students and requires basic marketing knowledge.

Évközi tanulmányi követelmények: The course is a combination of lectures and seminars. Various teaching methods will be used including student presentations, class discussions, team works, and academic articles presentations and write-up. Lectures will be based on the core text and will be accompanied by in-class team work.


Brand audit project
You have to form a team of 3-4 students and pick a brand. The brand audit involves analyzing your brand, preparing a report (15 points) and a presentation (5 points) for the class indicated in the class schedule.. Each team will analyze a different brand. Please let me know about your decision by e-mail so that I can confirm your choice. The analysis will be based on secondary information available from public sources (at least 5 articles discussing the brand), company web sites. Conducting primary research is not required.

You can pick a brand you are familiar with or from the list of BrandZ’s Top 100 global brands or the Interbrand Top 100 brands.

Main questions:
1. Brand planning assessment:
Describe the brand elements (names, URL’s, logos, symbols, characters, slogans, jingles, packaging) How would you characterize the positioning of your brand? How positioning could be further enhanced? (5 points)
2. Brand building assessment:
How much resonance does your brand have? (Use the CBBE model). What have been the key marketing activities that have contributed to the success of your brand? (5 points)
3. Brand growth assessment
Analyze your brand’s architecture. What is good and bad about its hierarchy? How does it fit into a broader brand portfolio?
How well has it been expanded into new markets and channels? How would you judge its growth strategy? (5 points)

Time allocated for presentations will be 15 minutes followed by Q&A. All team members have to be present but not every team member has to speak. The report must be 10 pages long + exhibits (single-spaced, 12-point font). Reports should be uploaded to moodle until 01.12.2014, presentation slides should be uploaded the day before the presentation takes place.

Article presentation
The course builds on a rich collection of academic articles. The objective of studying these articles is to get students to familiarize with the mainstream topics in the branding literature. The article presentation should be prepared in teams of 3-4 students (same team as for the brand audit project)

Presentations should be structured as follows:

1. Summary of the article (5 points)
You have to give a relevant and interesting summary of the article supported by additional examples and/or visual material
2. Class discussion (5 points)
At different points of the presentation you are expected to engage the class in discussion by asking about opinions, personal experience/ readings, etc.
3. Group activity (5 points)
As part of the presentation develop a small group exercise that the participants will perform in class.

Maximum duration of the presentation is 40 minutes including summary, class discussion and group activity.

Presentations should be uploaded to Moodle the day before the presentation takes place.
In addition to the presentation you should also prepare a one page write-up of the article (5 points) and upload it to Moodle.

Responsibilities of all other students:
1. Participating in class discussion, and group activity
2. Providing feedback to the presenting team

Class Participation
Below is a description of how your class contributions will be calibrated:
Outstanding Contributor: (9-10 points)
Contributions in class reflect exceptional preparation. Ideas offered are always substantive, and provide one or more major insights as well as providing a fruitful direction for the class.
Good Contributor: (6-8 points)
Contributions in class reflect thorough preparation. Ideas offered are usually substantive; provide good insights and sometimes a fruitful direction for class discussion..
Satisfactory Contributor: (4-6 points)
Contributions in class reflect adequate preparation. Ideas offered are sometimes substantive, provide generally useful insights, butseldom offer a major new direction for the class. Arguments are sometimes presented.
Unsatisfactory Contributor: (0-3 points)
Contributions in class reflect inadequate preparation. Ideas offered are seldom substantive, provide few useful insights, and rarely offer a constructive direction for the class. Many contributions are “cherry picking” efforts making isolated, obvious or confusing points.


Az értékelés módszere: Midterm exam 25 points
Final exam 25 points
Class participation 10 points
Article presentation 20 points
Brand audit 20 points
100 points

Tananyag leírása: Brands represent invaluable assets for firms. Creating and maintaining strong brands are one of the main challenges that firms have to face. Managers’ interest in brand management has been apparent during the past decades despite the emergence of many new topics in marketing. The reason is related to the fact that brands are probably the most important strategic assets that are able to deliver long lasting competitive advantage for forms. On the other hand branding is an exciting field to study that incorporates multi-disciplinary approaches and requires complex thinking.

Órarendi beosztás: 1. Introduction to branding
Brand elements
Fischer M., Völckner F., Sattler H.(2010) How important are brands? A cross-category, cross-country study, Journal of Marketing Research, October, 823-839
Reading: Chapter1 and
2. Brand positioning
Brand diversity
Melodena Stephens Balakrishnan, (2009),"Strategic branding of destinations: a framework", European Journal of Marketing, Vol. 43 Iss: 5 pp. 611 – 629
Reading: Chapter 3
3. The brand equity concept
Customer based brand equity. Sources of brand equity
Nina Diamond, John F. Sherry Jr., Albert M. Muñiz Jr., Mary Ann McGrath,Robert V. Kozinets, & Stefania Borghini (2009)A merican Girl and the Brand Gestalt:Closing the Loop on Sociocultural Branding Research, Journal of Marketing, Vol. 73 (May 2009), 118–134
Reading: Chapter
4. Luxury branding
Young Jee Han, Joseph C. Nunes, & Xavier Drèze (2010) Signaling Status with Luxury Goods:The Role of Brand Prominence Journal of Marketing
Vol. 15 74 (July 2010), 15–30
Reading: Brand Briefing 5.7 p. 225
5. Designing marketing campaigns to build brand equity
David C. Edeleman. (2010) Branding in the digital age, Harvard Business Review, December, 62-69.
Reading: Chapter 5 and 6
6. Measuring sources and outcomes of brand equity
Rajeev Batra, Aaron Ahuvia, & Richard P. Bagozzi (2012) Brand Love, Journal of Marketing, Volume 76 1 (March 2012), 1–16
Reading: Chapter 9 and 10
7.midterm exam
8. Designing a brand architecture, Corporate branding
Balmer, J.M.T (2012) Corporate Brand Management Imperatives:: Custodianship, Credibility, and Calibration, California Management Review, NO. 3, p.6-33
Reading: Chapter 11
9. Launching a brand
Mary Joe Hatch,Majken Schultz (2010) Toward a theory of brand co-creation with implications for brand governance, Journal of Brand Management Vol. 17, 8, 590–604
Reading: Chapter 12
10.Growing a brand
Brand extensions
Singh, J. et al (2012) New Brand Extensions, Patterns of Success and Failure, Journal of Advertising Research, June, p. 234-242
Reading: Chapter 12
11.Reinforcing and revitalizing brands
Brown, Stephen, Sherry Jr., John F., Kozinets, Robert V. (2003)Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning, Journal of Marketing, Vol. 67, Issue 3, p.19-33
Reading: Chapter: 13
12.Global branding
Isabelle Schuiling and Jean-Noël Kapferer (2004) Real Differences Between Local and International Brands: Strategic Implications for International Marketers, Journal of International Marketing Vol. 12, No. 4, 2004, pp. 97–112
Reading: Chapter 14
13.-14. Brand audit presentations

Kompetencia leírása: After completing the course, students will be able to
• Have an in-depth understanding of the nature of branding
• Use the concept of brand equity to interpret the potential effects of various strategies for brands
• Have un understanding of the strategies to create and maintain brand equity over time
• Apply relevant theories and models for making brand decisions.
• Perform a brand audit

Félévközi ellenőrzések: midterm exam
article presentation

A hallgató egyéni munkával megoldandó feladatai: exams, class participation

Szak neve: 

Kötelező irodalom:

  • Keller K.L., Apéria T., Georgson, M. (2012) Strategic Brand Management, Prentice Hall

Ajánlott irodalom:

  • Kapferer, J.N.(2012) The New Strategic Brand Management, A European Perspective, KoganPage
  • Selected articles (see weekly schedule)
Ajánlott irodalmak:
Kapferer, J.N.(2012): The New Strategic Brand Management ; A European Perspective, KoganPage
Kötelező irodalmak:
Keller K.L., Apéria T., Georgson, M. (2012): Strategic Brand Management ; Prentice Hall

A tantárgy oktatói:

Utolsó módosítás: 2014-10-15 09:40:57


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