Brand Management

None.

The students should learn the essential scientific and practical principles of Marketing, especially branding. Branding consists of any name, design, style, words or symbols, singly or in any combination that distinguish one product from another in the eyes of the consumer. Brand positioning, brand loyalty and brand equity are discussed as important elements of a management concept. The focus of the course is not limited to short-term ROI, but also long-term benefits of communication strategies facing company's responsibilities to all of its stakeholders, e.g. consumers, investors and public. The strategies and techniques in branding are broaden by several case studies. English as an international technical language in marketing is practiced with course readings and scientific papers. Content:

The course brand management starts with the development of the corporate objectives as the heart of the brand planning process followed by definitions of brand. Setting up on the psychological and social bases of consumer behavior, aspects of an integrated marketing communication are discussed. The students should acquire the particular value of branding strategies. The concept of brand personality is considered in two perspectives, from a practical point of view and the challenging position of the theoretical construct. Methods for the measurement of a consumer-based brand equity are compared with the financial valuation of the brand. The information provided by this equity measurements are related to the equity drivers in brand management. The marketers perspective will be accomplish with the analysis of several case studies. Within the limits of a knowledge based system for advertising evaluation many of the issues accomplished in the course are summarized. At the same time it is discussed as a tool to use marketing knowledge systematically.

• Aaker, J. L.: Dimensions of Brand Personality. In: Journal of Marketing Research 34, 1997, 347-356.
• BBDO-Düsseldorf (Hrsg.): Brand Equity Excellence. 2002.BBDO-Düsseldorf (Hrsg.): Brand Equity Drivers Modell. 2004.
• Bruhn, M. und GEM: Was ist eine Marke? Gräfelfing: Albrecht (voraussichtlich 2003).
• Esch, F.-R.: Strategie und Technik der Markenführung. München: Vahlen 2010.
• Himmel, H. und A. Krostewitz: Bewertung immaterieller Ressourcen als Teil der Unternehmenssteuerung: Herausforderungen für das Controlling. In: ZfCM: Controlling & Management, 2012, 30-39.
• Kotler, P.; V. Wong; J. Saunders und G. Armstrong: Principles of Marketing (European Edition). Harlow: Pearson 2005.
• Krishnan, H. S.: Characteristics of memory associations: A consumer-based brand equity perspective. In: Internat. Journal of Research in Marketing 13, 1996, 389-405.
• Management-Tools: 10 Grundsätze der monetären Markenbewertung. http://www.management-tools.ch (12.09.2012) (basierend auf Franzen: 2006)
• Meffert, H.; C. Burmann und M. Koers (Hrsg.): Markenmanagement. Grundfragen der identitätsorientierten Markenführung. Wiesbaden: Gabler 2002.
• Neibecker, B.: Tachometer-ESWA: Ein werbewissenschaftliches Expertensystem in der Beratungspraxis. In: Computer Based Marketing, H. Hippner, M. Meyer und K. D. Wilde (Hrsg.), Vieweg: 1998, 149-157.
• Riesenbeck, H. und J. Perrey: Mega-Macht Marke. McKinsey&Company, Frankfurt/Wien: Redline 2004.
• Solomon, M., G. Bamossy, S. Askegaard und M. K. Hogg: Consumer Behavior, 4rd ed., Harlow: Pearson 2010.

The students should learn the essential scientific and practical principles of Marketing, especially branding. Branding consists of any name, design, style, words or symbols, singly or in any combination that distinguish one product from another in the eyes of the consumer. Brand positioning, brand loyalty and brand equity are discussed as important elements of a management concept. The focus of the course is not limited to short-term ROI, but also long-term benefits of communication strategies facing company's responsibilities to all of its stakeholders, e.g. consumers, investors and public. The strategies and techniques in branding are broaden by several case studies. English as an international technical language in marketing is practiced with course readings and scientific papers. Content:

The course brand management starts with the development of the corporate objectives as the heart of the brand planning process followed by definitions of brand. Setting up on the psychological and social bases of consumer behavior, aspects of an integrated marketing communication are discussed. The students should acquire the particular value of branding strategies. The concept of brand personality is considered in two perspectives, from a practical point of view and the challenging position of the theoretical construct. Methods for the measurement of a consumer-based brand equity are compared with the financial valuation of the brand. The information provided by this equity measurements are related to the equity drivers in brand management. The marketers perspective will be accomplish with the analysis of several case studies. Within the limits of a knowledge based system for advertising evaluation many of the issues accomplished in the course are summarized. At the same time it is discussed as a tool to use marketing knowledge systematically.

None.

The total workload for this course is approximately 135 hours (4.5 credits).

Students have learned the following outcomes and competences:

• To specify the key terms in brand management
• To identify and define theoretical constructs in marketing management to build brand value
• To identify the main research trends
• To analyze and interpret high level academic articles
• To learn interactive skills to work in teams and to follow a goal-oriented approach
• To gain understanding of methodological research to develop concrete plans for marketing decision-making

The assessment consists of a written exam (60 minutes) (following §4(2), 1 of the examination regulation).

The exam is offered in winter term 2016/17 for the last time. Exclusively for students who took the exam for the first time in winter term 2016/17 and need to retake the exam, a re-examination will be offered in summer term 2017 if required. Winter term 2016/17 is the last re-examination possibility for all students who took the exam for the first time in a previous semester.