Course content

- History of brand management. - Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships. - Different approaches to brand management. - Different tools: name, design, protection (trademark law). - Management of brands. - Brand extensions. - Management of brands over time. - Valuation of brands. - Reputation management.

Learning outcome

KNOWLEDGE: - Able to explain the reason for and importance of global branding for companies. - Describe central concepts within the field. - Account for brand management models and brand elements (name, logo, etc.). - Describe brand management over time. - Relate Brand Management to Reputation Management. SKILLS: - Explain how brand equity can be measured. - Be able to describe relevant examples of building management. - Describe problem areas related to branding. - Actively participate in discussions and decisions concerning branding in a given organization. GENERAL COMPETENCE: - Link the subject to other fields in the study. - Use insight from the course to develop and brand management strategy.

Learning methods and activities

Lectures, videos, cases and exercises

One mandatory assignment to be specified at the start of the course.

Compulsory assignments

• Mandatory assignment

Recommended previous knowledge

- Introductory course in Marketing.' - Organisation and management. - Financial accounting and analysis. - Methods in social sciences. - Corporate strategy.

Required previous knowledge

None.

Course materials

Details will be provided at the beginning of the semester.

Credit reductions