Strategic Brand Management

+ Course Organization
The course is heavily case-based, and advance preparation for case discussions is essential. Most assignments are done in advance; there are no assignments due after the last day of class. Teamwork is an integral component of this course. Working in teams aims to strengthen your collaboration, communication, and leadership skills.

+ Online Modules (Pre-work)
– The Framework for Brand Management. This module introduces a framework for strategic marketing planning and building an actionable value-creation model. Specific topics include: the brand as a marketing tool, the key brand management concepts, crafting the brand mantra, and developing a brand value map.
– Designing the Brand. This module delineates the key brand attributes and outlines the core principles in designing the brand. Specific topics include: defining the brand name, designing the brand logo and soundmark, creating the brand motto and character, crafting the product design and packaging, and defining the brand referents.
– Communicating the Brand. This module outlines the key principles in developing a successful brand communication campaign. These principles include: brand-building focus, visionary approach, authentic message, impactful design, and ethical implementation.
– Crafting the Brand Architecture. This module defines the concept of brand architecture and addressed the issues involved in designing and managing brand portfolios and cobranding. Specific topics include: managing brand and product portfolios, defining the brand hierarchy, cobranding as a tool for creating market value, developing a viable cobranding strategy, and managing private label brand architecture.
– Managing Brand Dynamics. The focus of this module is on managing brands over time, including the issues of brand repositioning and brand extensions. Specific topics include: the essence of brand extensions, vertical and horizontal brand extensions, brand repositioning, brand realignment, and brand licensing.

+ In-Person Modules (Lisbon)
– Building a Lifestyle Brand. The Puma case highlights the role of brands as a means of self-expression and the challenges in building a lifestyle brand.
– Building a Luxury Brand. The Miele case highlights challenges in building and managing a global luxury brand in a B2B context.
– Rejuvenating an Iconic Brand. The Harley-Davidson case highlights the importance of brands as a means of competitive differentiation.
– Empowering Social Change. The Beleza Natural case highlights the role of brands as a means of promoting social change.