Course content

1. Introduction

• Motivation: gains from branding
• Norwegian and international examples of strong brands
• Basic concepts in brand theories
• Theoretical overview
• Review of the coursework

2. Brand awareness

• The importance of brand awareness
• Different types of brand awareness
• Brand awareness measurement
• Brand awareness development
• Norwegian case task

3. Brand associations

• Different types of brand associations
• Characteristics of association networks
• Measuring brand associations
• Development of brand associations
• Norwegian case task

4. Marking positioning

• How to identify an optimal position
• Tactical and strategic positioning
• Product brands versus corporate brands
• Norwegian case task

5. External communication

• Principles of integrated communication
• Selection of tag items
• Development of creative strategy
• Based on positioning
• Role distribution in the communication mix
• The tension between focus and creativity
• Testing/power measurement
• Norwegian case task

6. Internal communication

• Development of brand culture
• Compliance with core values
• Compliance Measurement
• Norwegian case task

7. Brand extensions and brand alliances

• Types of brand extensions
• Types of brand alliances
• Potential wins and pitfalls
• Success factors
• Norwegian case task

8. Brand relationships and brand tracking

• Types of relationships
• Gains from brand relationships
• Development of relationships
• Brandtracking Systems
• Norwegian case task

9.Branding and sustainability.

10.Summary

• Repetition of main moments
• Large case that integrates topics from the entire course.

Learning outcome

Knowledge

• The course will give the students updated research-based knowledge in the following thematic areas:
• The importance of brands and branding for corporate profitability
• Current methods for analyzing customer-based brand value
• Prominent theories on how to develop customer-based brand value in the consumer and corporate markets, both in established enterprises and enterprises in the start-up phase
• The link between brand theories and related disciplines/theories
• Methodology for monitoring customer-based brand value

Skills

• The course will enable the students to:
• Analyse and understand the value drivers of brands, both in the consumer and corporate markets
• Define a clear and effective brand positioning
• Integrating sustainability aspects into brand positioning
• Plan processes for the development of customer-based brand value, also for brand new products and services, and especially for brands with a sustainability profile
• Measure/monitor developments in customer-based brand value

General competence

• The course gives the students training in applying research-based knowledge to practical issues related to value creation
• The students are trained in collaborating and presenting a project work orally, in a format similar to practice in the business sector.

Learning methods and activities

Plenary lectures combined with Norwegian case assignments (project work in groups a 2-3 students).

Specific conditions

Required previous knowledge

None

Course materials

Curriculum literature: Keller K., Swaminathan, V. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th ed., Pearson. Collection of articles/book chapters (3-4 articles/chapters). Changes are subject to change. The final syllabus will be announced on the university's learning platform at the start of the semester.