CONSUMER BEHAVIOUR AND BRAND MANAGEMENT-2

BRAND MANAGEMENT
In marketing, brand management is one of the most important sources of value for the company, mainly in B2C markets, but also growing rapidly in B2B companies.
The Brand Management course aims to make students aware of the importance of the brand, the complexity of brand management, and the opportunities that a strong brand can create for a company.
The course presents topics concerning brand management over time. In addition to specific types of brands (e.g. luxury brands, corporate or retailer brands, industrial brands, digital brands), a theoretical perspective is presented along with illustrative examples. Concepts such as brand image, brand identity and personality, territorial brands, brand values and its evolution over time will be analysed. The complexity of brand architecture according to the different hierarchical levels defined by companies in the management of the brand portfolio will be discussed. The financial aspect of brand management and its economic evaluation will be considered. The elements of the offer that contribute to the construction of the brand image, such as packaging, logo, etc., will be analysed. Different adaptations of brand positioning in international, culturally distant markets and the role assigned to naming will be discussed. The last part of the course will be devoted to Branding management and strategies. Students will be challenged to solve a branding problem from a company in the Experior project.

BRAND MANAGEMENT
1. Knowledge and understanding
● Knowing the main theories about branding and models of brand analysis.
● Knowing the different ways of adaptation of branding strategies and solutions used by companies in different market contexts.
● Knowing the basics of strategic marketing and brand management behavior of companies in international markets and culturally distant markets.
2. Ability to apply knowledge and understanding
● To Know how to correctly recognize which brand management tools and activities can be used in the various situations of international markets.
● To Know how to do a simple analysis of the brand management problems that a company faces daily in a complex market context.
● To Be able to recognize the key aspects of a brand management decision and its implementation.
● To Be able to work in a multicultural team to solve complex marketing problems.
3. Ability to judge
● Knowing how to formulate and argue hypotheses for solving brand mangement problems, also developing a critical approach to the evaluation of alternative hypotheses.
4. Communication skills
● Knowing how to use the appropriate language in describing aspects of brand mangement.
● Knowing how to interact with peers, critically and respectfully, problem-solving.
5. Learning skills
● Knowing how to critically consult the reference texts and the bibliography contained.
● Knowing how to find, collect and select useful information from various sources to solve branding marketing problems
The students will know the main features of the brand, the connection among brands, the brand architecture, and the problems to solved in an international market context. Students should be able to manage the main tools for a brand strategy, to identify common pitfalls and risks in brand management. The students will be able to analyse the brand strenghts, weakenesses, and opportunities, and apply in a real situation what they learnt form the course.

BRAND MANAGEMENT
Basic marketing management knowledge. The course will consider as known the marketing fundamentals.

BRAND MANAGEMENT
1 - Introduction to the concept of brand management
2 - Launching a new brand
3 - Brand equity
4 - Brand building
5 - Brand identity and positioning
6 - Brand design
7 - Brand architecture
8 - Lifecycle Brand Management
9 - Corporate branding and brand reputation
10 - Retailer brands
11 - Packaging, product design and brand management
12 - Naming
14 - Luxury Brands
15 - Strategic Branding
16 - C0-branding
17 - Country image and country of origin effect
18 - Global Brands and International Brands

BRAND MANAGEMENT
Richard Rosenbaum-Elliott, Larry Percy, Simon Pervan (2021) Strategic BRAND MANAGEMENT, 4th Edition Oxford University Press; 4 edition; ISBN 978-0198797807

BRAND MANAGEMENT
The examination is unique for both modules (Consumer Behaviour and Brand Management 1 and Consumer Behaviour and Brand Management 2) and is exclusively written.
For the first module there will be 15 closed questions while for the second module there will be 5 open questions and a short business case to discuss. The total duration is 80 minutes.
The marks for the first module and second module will possibly be supplemented with bonus points obtained in the optional workshop activities carried out during the modules.
A pass mark in both modules is required to pass the examination. Otherwise, the examination must be repeated in its entirety. For the examination of the second module (Brand Management) it is necessary to use one's own laptop or tablet as it will be conducted using Moodle. If the student does not have a laptop or tablet, he/she must notify the lecturer who will provide a paper version of the assignment.

BRAND MANAGEMENT
Lectures will be concentrated in the second part of the course. Cases studies will be used to develop group works. Students will be directly involved in the lessons through discussion on brand topics. Some managers will be involved who will present the brand strategy in the business in which they operate. At the end of the course there will be a collective presentation of group work.

English

written

This subject deals with topics related to the macro-area "International cooperation" and contributes to the achievement of one or more goals of U. N. Agenda for Sustainable Development