Formation/Cours

This course has two objectives. The first is to help students understand what brands are, what they represent to consumers, and how firms can most effectively manage them. The second is to develop students’ appreciation of the importance of the role of branding in marketing strategies.

After having taken this course participants will be able to:

• Explain what makes a strong brand, and the importance of branding and brand management to firms;

• Define key terms related to branding, such as brand equity, brand positioning, brand architecture, brand portfolio, etc., and provide concrete examples in relation to specific firms;

• Identify key challenges for brands in the 21st century, and make specific concrete recommendations for a given brand;

• Propose a robust brand management strategy for a given brand in a given market

• Brands and brand management; what is a brand, and what makes a strong brand?; the concept of brand equity; brands in different sectors;


• Brand identity and positioning; branding and design;


• Choosing brand elements, designing marketing programme, and leveraging secondary brand associations to build brand equity;


• Sustainable branding;


• Measuring sources and outcomes of brand equity;


• Designing and implementing branding portfolio strategies, naming new products and brand extensions, managing brands over time and space


• Group in-class presentations