01 Brand Management Intro
01 Brand Management Intro
01 Brand Management Intro
Objective
Provide an appreciation of the role of branding in consumers daily experiences, in addition to creating shareholder value Increase fluency with the core principles underlying a consumer-centric approach to brand planning Create familiarity with research tools that illuminate the meaning and strength of any particular brand Augment students ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining inspired brands
Objective
Encourage the application of branding principles to oneself, to help be deliberate in communicating ones personal and professional reputation
Reference Books
Kevin Kellers Strategic Brand Management, Kapferer's New Strategic Brand Management. David Aaker's
Managing Brand Equity, Building Strong Brands and Brand Leadership (with Erich Joachimsthaler),
Measuring sources of Brand Equity Capturing Market Performance Brand Portfolio Strategy, New Products and Extensions Developing systems and managing brands over time
Cases
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Brands and Branding, Holt 03 How Harley Davidson revs its brand, Rifkin, 97 How to brand sand? Hill, McGrath and Dayal, 98 What do brands mean to us? Rindell, 08 The trouble with Brands, Gerzema and Lebar 09 Brand Extensions, the benefits and pitfalls, Juda 07 Brands as Patterns, Shillum 11 Harley Davidson Posse Ride, Fournier 00 Beyond Brand Management, Rawlinson Brand Archetypes The brand called YOU, Tom Peters 00
Special Instructions
Cell Phones and Laptops not allowed in class