2011-12 academic year

Brand Strategy and Management (20514)

Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: third- fourth.
Term: third
Number of ECTS credits: 4credits
Hours of studi dedication: 100 hours
Teaching language or languages: spanish/catalan
Teaching Staff: Agnés Rovira and Mercé Elias

1. Presentation of the subject

The course aims at conveying the contents and skills required to define the brand management and building, beyond communication and from the brand consulting point of view.

This course follows on from the contents imparted in the Creative Strategies course. It is assumed that students know how to plan a brand contents in the communication field.

The following issues are to be broaden: brand positioning beyond communication, brand innovation to boost an own business, brand architecture, product portfolio management and new brands creation.

2. Competences to be attained

· To understand how to manage a brand in coherence with the meanings that position it in contact points for target audiences.

· To understand the brand's emotional dimension and its personality development from archetypes.

· To understand how to develop an innovation process from the brand consulting company.

· To understand how to integrate the brand's social dimension.

· To understand the meaning of the different types of brand architecture and the difference with the product portfolio management.

· To understand how to create new brands.

3. Contents

Theoretical contents:

· The brand strategic development.

o Introduction to the three brand's dimensions: (functional, emotional and social).

o Brand personality definition/ brand archetypes for a more differentiated position.

· The brand's functional dimension (theory and practice).

o The innovation process from the brand consulting company.

· The brand's emotional dimension (theory and practice).

o Brand model and personality definition.

· Brand architecture definition (theory and practice).

· Brand portfolio management.

· New brands creation.

4. Assessment

The exam is worth 80% of the final grade, and the other 20% is represented by the projects developed throughout the term (three projects to be done in groups).

The exam will include contents from the class notes, the readings and the exercises made in class.

5. Bibliography and teaching resources

5.1. Basic bibliography

1. Joachimsthaler, E. i Aacker, D. A. (1997). "Building Brands without Mass Media". Harvard Business Review. Enero- febrero de 1997.

2. Keller K. L., Sternal B., Tybout A. (2002). "Three questions you need to ask about your brand". Harvard Business Review. Septiembre del 2002.

3. Torrents, J. (2008). Marcas y actuaciones sociales: un tándem de éxito. Ediciones Deusto [Referencia núm. 3251].

4. Kumar, N. (2003). "Eliminar una marca, conservar un cliente". Harvard Deusto Business Review. Septiembre del 2004.

5.2. Complementary bibliography

· Davis, S. M. (2002). Brand asset management: Driving profitable growth through your brands. San Francisco, CA: Josey Bass.

· Keller, K. L. (2008). Strategic Brand Management. Building, Measuring and Managing Brand Equity. (3rd ed.). Upper Saddle River, NJ: Prentice Hall.

· Klein, N. (2001). No logo. El poder de las marcas. Paidós Contextos.

· Dawar, N. (2004). "What are brands good for". MIT Sloan Management Review.

· Conler, T. (2000). "Marketing Metrics". Business Strategy Review. London Business School.

· Keller K. L. (2001). "Building customer-based brand equity". MSI Report No 01-107.

6. Metodology

The followed methodology is intended to be eminently practical and focused on the professional practice. It includes the following aspects:

- Discussions in class about practical cases and exercises.

- Presentations on key concepts and conceptual frameworks by the professor.

- Discussion about the readings contents.

This mix of methodologies requires the previous preparation of every session by students, so they can make the most of the class hours, make maximum use of the joint expertise from the practical group projects and take full advantage of face-to-face learning.

7. Planning of activities

WEEK

IN CLASS ACTIVITIES

ACTIVITIES OUTSIDE THE CLASSROOM

Week 1

Thursday 4th April session: AR

Course introduction and program presentation.

Brand strategic development.

Brand dimensions I.

8th April session l: AR

Brand strategic development.

Brand dimensions II.

Reading commentary: Keller K. L., Sternal B., Tybout A. (2002). "Three questions you need to ask about your brand".

Reading for the 8th April session:: Keller K. L., Sternal B., Tybout A. (2002). "Three questions you need to ask about your brand".

Reading for the 11th April session: Joachimsthaler, E. and Aacker, D. A. (1997). "Building Brands without Mass Media".

Week 2

Brand strategic development.

11th April session: AR

Brand strategic development.

Contact points witht the brand.

Reading commentary: Joachimsthaler, E. and Aacker, D. A. (1997). "Building Brands without Mass Media".

15th April session: AR