Brand Strategy and Management (20514)

Qualification/subject: Brand Management
Year: 3 or 4
Quarter: 3
No. of ECTS credits: 4
Study hours required: 35 class hours (28 theory and 8 practical) + 164 outside class
Teaching language: Catalan
Lecturers: Jordi Torrents/Agnès Rovira

1. Presentation of the subject

The aim of this course to transmit the knowledge and skills needed to define and build a brand beyond its communication.

It is designed to be a continuation of the subject Strategic Planning. It is thus assumed that the methodology for defining brand strategy, defining positioning and planning communication will already have been assimilated.

This course will focus on how to implement brand positioning. It will show participants how to create a plan of action coherent with the competitive advantage they wish to transmit, one that includes innovation, brand identity, corporate social responsibility and communication.

It will also deal with various aspects of brand management, such as brand architecture, product portfolio management and the creation of new brands.

2. Competences to be attained

·

· Understanding how to manage a brand in a way consistent with the various meanings that position it at each point of contact with the target.

· Understanding the emotional dimension of a brand and the development of its personality through archetypes.

· Understanding how to develop an innovation process through brand consultancy.

· Understanding how to integrate the social dimension of a brand.

· Understanding the meaning of different types of brand architecture. and how these affect the management of a portfolio.

· Understanding how to create new brands.

3. Contents

Theoretical content:

· The strategic development of a brand.

• • Introduction to the three brand dimensions (functional, emotional, social).
  • Defining the personality/archetypes of a brand to achieve a more differentiated positioning.

· The Functional Dimension of a brand (theory and practice).

• • The innovation process through brand consultancy.
• The Emotional Dimension of a brand (theory and practice).
  • Defining the model and personality of a brand.
• Defining brand architecture (theory and practice).
• Brand portfolio management.
• The creation of new brands.

4. Assessment

Exam = 100% of final mark. This will include one of the practical exercises done during the course.

The exam will be over the material taught in class, the assigned readings and the practical exercises done in class.

Task	Exam	Practical Task
Value assessment	100%	0 %
Evaluation criteria	To pass the exam you need to get a rating of 5.	The exam incorporates an open question that plays one of the practices in class. This question is 20% of the exam.
Minimum requirements to pass the subject .	Passing the exam
Minimum requirements to qualify for recovery	Be registered in the course
Activity for recovery	To pass the recovery exam
Minimum requirements to pass the subject (recovery)	To pass the exam you need to get a rating of 5.

5. Bibliography and teaching resources

5.1. Basic bibliography

1. Joachimsthaler, E. and Aacker, D.A. "Building Brands without Mass Media". Harvard Business Review. Jan.-Feb. 1997.

2. Cristina Sanchez Blanco (Coord). "Planificación Estratégica" (Chapters: 5 and 11). Editorial Universitas (2011).

3. ESADE Centro de la marca "Estudio Impacto económico y social de las marcas de fabricante" (2010).

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

6. Metodology

The methodology employed in this course is intended to be highly participative and oriented toward a professional application.

It will include:

- Class discussions of practical cases and exercises.

- Presentation of key concepts and conceptual frameworks by the instructor.

- Discussion of assigned readings.

This "mix" of methodologies will require participants to prepare for each session in advance, so that they may take the greatest advantage of class time, benefit from the collective work experience of the group and obtain hands-on training in this field.

7. Planning of activities

Week	CLASSROOM ACTIVITIES	ACTIVITIES OUTSIDE CLASS
Week 1 The functional dimension	Tuesday session 9/4: JT Introduction to the subject and course overview Friday session 12/4: JT The functional dimension of a brand The innovation process: coolhunting, idea generation, selection	Reading for 16/4 session: Joachimsthaler, E. and Aacker, D. A. "Building Brands without Mass Media" (1997)
Week 2 The functional dimension	Tuesday session 16/4: JT Commentary on reading: "Building Brands without Mass Media". Innovation case studies Friday session 19/4: AR Practical exercise: innovation	Reading for 26/4 session: "Planificación Estratégica", chap. 11: Nuria Serrano, "Planificación estratégica y neurociencias"
Week 3 The emotional dimension	Tuesday session 23/4: Holiday Friday session 26/4: JT Commentary on reading: "Planificación estratégica y neurociencias" The emotional dimension of a brand	Reading for 30/4: "Planificación Estratégica", chap. 11: Antonio Núñez, "JFK contra Obama. Del planificador estratégico al transmedia storyteller"
Week 4 The emotional dimension	Tuesday session 30/4: JT Commentary on reading: "JFK contra Obama. Del planificador estratégico al transmedia storyteller" Case studies: developing the emotional dimension of a brand. Friday session 3/5: AR Practical exercise: the emotional dimension of a brand - brand stories.	Reading for 7/5 session: ESADE Centro de la marca, "Estudio Impacto económico y social de las marcas de fabricante" (2010)
Week 5 The emotional dimension The social dimension	Tuesday session 7/5: JT Commentary on reading: "Estudio Impacto económico y social de las marcas de fabricante" Corporate Social Responsibility (CSR) Friday session 10/5: AR Practical exercise: the emotional dimension of a brand - archetypes	Preparation of Dove case study for 17/5: web search on Dove's "real beauty" campaign
Week 6 The social dimension	Tuesday session 14/5: JT Developing the social dimension of a brand Friday session 17/5: JT The Dove case
Week 7 The social dimension	Tuesday session 21/5: JT The corporate brand Friday session 24/5: JT Brand architecture	Reading for 28/5 session: "Eliminar una marca, conservar un cliente", Kumar, N. (2003).
Week 8 Brand management	Tuesday session 28/5: JT Commentary on reading: "Eliminar una marca, conservar un cliente" Brand portfolio management Friday session 31/5: AR Practical exercise: brand architecture	Reading for 31/5 session: Brief for brand architecture practical exercise
Week 9-10	Tuesday session 4/6: JT Creating a new brand: naming and registration Friday session 7/6: JT Practical exercise: naming Tuesday session 11/6: JT Review of key concepts for exam