Strategic Brand Management (MBA)

Overview

The goal of this course is to enhance your knowledge of bra nding and brand management. Specifically, this course aims to: (1) introduce the key elements of brand management, (2) provide a sound framework for brand-focused action planning, and (3) sharpen your leadership, analytical, and communication skills.

Course Organization

The course involves a mixture of case discussions and lectures, with an emphasis on developing a strategic approach that will enable you to (1) understand the environment in which a company operates and identify opportunities and threats, (2) identify and solve brand-related problems, and (3) develop actionable brand management plans.

To facilitate the learning experience, all cases involve writing succinct memos outlining a proposed action that will effectively address the problems/opportunities identified in the case. Case memos are developed both individually and in teams.

Course Syllabus

Module 1: Strategic Brand Management. This module provides an overview of brand management as an integral component of an offering’s overall marketing strategy. We will outline a framework for brand management that will be used throughout the course.

Module 2: Brand Strategy (A).This module provides an overview of brand strategy, focusing on the issues of understanding customer needs and creating company value. The lecture is complemented by a discussion of the case The Introduction of New Coke, which highlights the importance of developing a sound brand strategy.

Module 3: Brand Strategy (B).This module provides an overview of brand strategy, focusing on the issues of understanding customer needs and creating company value. The lecture is complemented by a discussion of the case Harley-Davidson: Rejuvenating an Iconic Brand, which highlights the importance of brands as a means of competitive differentiation.

Module 4: Building Lifestyle Brands.The focus of this module is on brands as a means of self-expression. The lecture is complemented by a discussion of the case Puma Social: Marketing Strategies for Building Lifestyle Brands, which highlights strategies for building lifestyle brands.

Module 5: Brand Tactics (A).The focus of this module is on understanding and managing brand tactics. The lecture is complemented by a discussion of the case Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in the Fashion Industry, which highlights the role of brand extensions in fostering growth.

Module 6: Brand Tactics (B).The focus of this module is on understanding and managing brand tactics. The lecture is complemented by a discussion of the case Miele Hong Kong: Marketing Strategies for Building Global Brands, which highlights

Module 7: Brand Architecture. The focus of this module is on brand architecture and the issues of designing and managing brand portfolios and cobranding. The lecture is complemented by a discussion of the Whole Foods brand extension strategy, which highlights some of the key issues in managing a brand portfolio.

Module 8: Brand Dynamics. The focus of this module is on managing brands over time,including the issues of brand repositioning and brand extensions. The lecture is complemented by a discussion of the Golden Island Jerky case, which highlights strategies for launching new brands.

Module 9: Brand Valuation. The focus of this module is on understanding brand power and brand equity. The lecture is complemented by a discussion of the case L’Oreal in China: Marketing Strategies for Turning Around Chinese Luxury Cosmetic brand Yue Sai, which focuses on strategies for building a luxury brand in China.

Module 10: Protecting the Brand. This module offers an overview of some of the key legal issues involved in protecting the brand. The lecture is complemented by a discussion of the case Beleza Natural: Marketing Strategies for Empowering Social Change, which highlights the role of brands as a means of promoting social change.