Paper aim
To develop an understanding of the important issues in managing brands. The course examines brand management frameworks and considers their implications for building, measuring and managing brand equity. Students will evaluate the effects of both strategic and tactical decisions on brand equity.
Learning outcomes
By the end of this paper the student will be able to:
1. Discuss the importance of brand equity to marketing practice
2. Evaluate the brand knowledge structure of a brand and its role in building brand equity
3. Critically assess the value of a marketing programme in managing brand equity
4. Critically evaluate methods of brand equity measurement and valuation
5. Compare and contrast the impact of various brand strategies on brand equity
Content
- Brands and brand management
- Identifying and establishing brand positioning and values
- Planning and implementing brand marketing programmes
- Measuring and interpreting brand performance
- Growing and sustaining brand equity
Assessment 1: Brand Audit Report
Requirements Imagine you are a marketing consultant who has been asked by the company's CEO to conduct an in-depth audit of one of its brands. The examination includes assessing the sources of brand equity, how the brand's elements and it's marketing programme benefit the brand, then suggesting ways to leverage that equity. You will need to prepare a report for the CEO based on the following guidelines:
- Identify and assess the sources of brand equity, outlining the Customer-Based Brand Equity Model for your brand.
- Evaluate how the brand's elements build brand equity.
- Criticallt examine the brand's current marketing programme and talk to potential customers about the brand.
- Evaluate the brand's "knowledge structure".
- Discuss the role of "brand Knowledge in building the brand's equity.
- Provide short, medium and long-term recommendations as to how the brand should be managed.
Background Information
1. A brand will be allocated by the lecturer:
2. Please note: Companies must not be approached for information (i.e. only public information sources are to be used).
3. To complete this assignment, you are expected to carry out research, which includes the use of the library, online databases and the Internet. You will also need to interview 2 customers of the brand. Also provide supporting evidence using your interviews and other sources of information.
Programme learning goals
This assessment covers the following Programme Learning Goals:
- Be self-aware, critically reflective leaders
- Be knowledgeable practitioners, globally aware and engaged with business.
- Be ethical, responsible business practitioners
- Be effective communicators
- Be strategic decision-makers
Assessment 2: Brand Presentation
Submission In-class presentation accompanied by a hand-out of the PowerPoint slides (in hardcopy) for your lecturer and additional copies for your fellow students if you wish.
Requirements You will conduct an in-class presentation and seminar based on the Brand Report submitted in week 5 (Assessment 1). The format of the presentation is your decision; however, you will be required to address how the report relates to key topics covered in the course, and key implications for brand management. The length of each presentation will depend on class numbers and followed by 10-20 minutes of questions/answers and class discussion. The presenter will prepare two questions relating to their Report/Presentation that the rest of the class will discuss and answer.
Creativity with your presentation is strongly encouraged, combined with class interaction/exercises (e.g. YouTube clips, brainstorming exercises, etc.).
Programme learning goals
This assessment covers the following Programme Learning Goals:
- Be self-aware, critically reflective leaders
- Be knowledgeable practitioners, globally aware and engaged with business.
- Be ethical, responsible business practitioners
- Be effective communicators
- Be strategic decision-makers
Item Assessment Criteria
Presentation Content - Presentation fully explains key points of the company/brand/report.
- Communicates excellent understanding of the course content e.g. by citing the lectures and the text.
- Clearly outlines and discusses key implications for managers.
Discussion Questions - Prepares two thoughtful/relevant discussion questions.
- Questions relevant to course material.
- Ensures class discusses questions well.
Presentation Structure & Delivery - Clearly communicates key points
- Presentation flows well.
- Sound/professional presentation delivery.
- High-quality PowerPoint slides and handout.
Assessment 3:
Programme learning goals
This assessment covers the following Programme Learning Goals:
- Be self-aware, critically reflective leaders
- Be knowledgeable practitioners, globally aware and engaged with business.
- Be ethical, responsible business practitioners
- Be effective communicators
- Be strategic decision-makers.
Bibliography & Key Resources
Case Readings:
Dawar, N. and C. K. Bagga (2015). "A Better Way to Map Brand Strategy." Harvard Business Review 93(6): 90-97.
Deighton, J. (2002). How Snapple Got Its Juice Back. Harvard Business Review, 80(1), 47-53.
Horst, P. and R. Duboff (2015). "Don't Let Big Data Bury Your Brand." Harvard Business Review 93(11): 78-86.
Olson, E. L., &Thjømøe, H. M. (2010), How bureaucrats and bean counters strangled General Motors by killing its brands. Journal of Product & Brand Management, 19(2) , pp.103 - 113
Ritson, M. (2009). Should You Launch a Fighter Brand? Harvard Business Review, 87(10), 86- 94.
Rust, R. T., Zeithaml, V. A., & Lemon, K. N. (2004). Customer-Centred Brand Management.
Harvard Business Review, 82(9), 110-118.