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The key objective of this course is to guide you into the world of branding by introducing key branding concepts and models, by illustrating these with real world examples, and by encouraging you to think further about and reflect on brands and different kinds of brand-related issues. We aim to create awareness about the value inherent to a brand and how this value can be transformed into economic success. This includes the creation, growth, maintenance, protection, extension and exploitation of brands as well as brand portfolios.
By the end of this course, you should:
- Hold an in-depth knowledge about the core branding concepts and models, and their relationships,
- Be able to apply these in real-life branding challenges in a reflective way,
- Be able to conduct a brand audit, present it verbally and in a brand audit document,
- Be able to assess the brand equity of a brand.
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Brands are valuable assets of a company, play a prominent role in shaping its future, and as such, they also play a central role within marketing. Brands need to be actively managed and their management involves many management questions and decisions.
In the Master’s course Brand Management, we discuss why brands are important for customers and for companies, how consumers form images about and attitudes towards brands, how can the value of a brand be determined. Additionally, we shed light on how brands can optimally be managed, how to position the brand ideally in the minds and hearts of customers, and discuss many other interesting topics. We apply a structured approach to the concept of brand equity.
The course is divided into three parts. Each part will end with a guest lecture and a brand audit exercise. This format was chosen to help you synthesize the banding and brand management knowledge the most optimal way and spread the working load evenly along the course, saving you from having to do too much in the end.
In the presentation and the Final Brand Audit that conclude the course, you are required to combine the results of all three brand audits and present a brief but comprehensive overview of where your chosen brand stands and what it should expect in the future, while also touching on action plans for the coming 3-5 years. |
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| General: basic knowledge of marketing and marketing management.
Specific: enrollment in the Master's program in Marketing or in International Management. |
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| Written examination, brand challenge project, presentation, discussion.
Partial grades remain valid for other years. |
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| The course will teach you why brands are important for customers and for companies, how consumers form images about and attitudes towards brands and how the value of a brand can be determined. After this course, you will know how brands can optimally be managed and how to position the brand the best in the mind and heart of customers. We apply a structured approach along the concept of brand equity. |
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