This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Prerequisites

Students must have knowledge about basic concepts in marketing and in strategy.

Learning outcomes

At the end of the course the student should be able to :
Understand the importance of brand values for the firms and the consumers
- Understand the key dimensions of brand equity
- Define brand positioning and establish strong brand values
- Able to understand how global environment impacts managerial decisions and determine marketing strategy for managing portfolio in this international context
- Identify, implement and management actions aimed at improving brand values across channels
- Are able to foster innovation by defining Brand extension and co-branding strategies which improve brand values.

Course description

The central objective of the course is to help students to understand the importance of brands values for the firms and the consumers. The course focuses on concepts and cases that underlie marketing decisions in these areas :
- Brand Equity and its implications for managing the portfolio
- Brand positioning and Brand values
- Brand consumer relationships
- Brand Extension
- Brand Name Changes
- Co branding

Class type

Class structure

Teaching methods

• Case study
• E-learning
• Interactive class
• Presentation

Assessment

For each session : analyse and presentation of case study in groups, synthetic presentation of scientific article, discussion and theorical issues - At the end of the course, each group should present their final project. Therefore Participation and oral presentation are important.

Recommended reading

• Zarentonello L. & Pauwels-Delassus V (2015) The Handbook of Brand Management Scales, Routledge - Taylor & Francis Group -

• Keller (2007) Strategic Brand Management, Building, Measuing, and Managing Brand Equity, Third Edition , Pearson, Prentice Hall -

• Aaker D.A (2005), Brand Portfolio Strategy : creating Relevance, Differentiation, Energy, Leverage, and Clarity, New York, Free Press -

• Kapferer J.N. (2005), the New Strategic Brand Management : creating and sustaining brand Equity Long Term. Free Press -

Internet resources

• IESEG online