HISTORY OF BRANDING

The course is one of the basic training activities of the Master’s Degree that allow the student to acquire the knowledge and understanding of the main theories and tools that over the years have characterized the birth and evolution of the concept of brand.
The aim of the course is to provide theoretical and historical knowledge of brand management, as well as skills in the use of analysis techniques to allow students to develop skills that allow them to structure, elaborate, analyze, communicate information, assets and brand values in order to resolve issues such as the positioning of a brand that arise in the company

1. Knowledge and understanding
1.1. acquire the birth and evolution of the main concepts related to the history of the brand;
2. Ability to apply knowledge and understanding
2.1. know how to exemplify the main branding strategies associated with a good/ service/ historical period;
2.2. know how to compare the different theories that have followed one another in the history of brand management;
2.3. know how to apply the main brand management practices;
3. Ability to judge
3.1. know how to determine the most appropriate reference method
to enhance different types of goods/ services/ brands;
3.2. know how to critically evaluate the main studies and theories of reference.

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The course will begin with an analysis of the origins and historical development of the concept, use and meaning of the brand, until the recent evolution in purpose brands.
It will be highlighted how economic and social evolution has influenced the development of the brand activity.
The qualitative approach will also provide vertical focus on specific industries and markets. The contents will be based on different texts and sources thus emphasizing the multidisciplinarity of the branding studies.
Keywords: Branding history, Brand image, Brand research, Brand management

Text books, handouts, web reviews will be communicate before lessons start.

Attending students: the exam will be based 50% on the project work, 50% on multiple choise written questions.
Non attendees: multiple choise written questions.
More detailed info will be communicated later.

The course is based on teoretical references, case histories, guest speech and project work

Italian

written