Study Guide

Objective

The student can explain the meaning of brand management when determining and attaining a market position. The student will be competent in analysing, planning, building, developing, and managing brands. The student will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Content

- Brand definition
- Brand personality, core promise, and value
- The importance of brands for consumers and businesses
- Brand building
- Personal brand
- Storytelling
- Brand lifecycle management
- Brand performance measurement

Materials

-Ahto, O., Kahri, A., Kahri, T. & Mäkinen, M. (2016). Bulkista brändiksi. Käsikirja kasvuun ja kannattavuuteen.
-Ruokolainen, P. (2020). Brändikäsikirja: näin teet yritysbrändistä vetovoimaisen.
-Vahtola, M. (2020). Intohimona brändit. Kolme vuosikymmentä brändien parissa.
-Aaker, D. (2002). Building Strong Brands.
-Laakso, H. (2004). Brandit kilpailuetuna. Miten rakennan ja kehitän tuotemerkkiä.
-Kurvinen, J., Laine, T. & Tolvanen, V. (2017). Henkilöbrändi. Asiantuntijasta vaikuttajaksi.
-Huhta, M. & Myllyntaus, V. (2021). Työantajabrändi ja työntekijäkokemus. Erityisesti luku 5, työantajabrändi & alaluku 6.4.Työntekijöiden ja brändin aktivointi
-The Material in Moodle

Teaching methods

- Lectures
- Group work
- Independent work (learning assignments)

Student workload

Total workload: 80 h
- Lectures 20 h
- Group work 24 h
- Independent work 36 h

Content scheduling

- Defining a brand
- Personality of brands
- Core promise and values
- Personal brand
- Meaning of brands to consumers and organizations
- Building a brand
- Measuring the performance of a brand
- Managing the life cycle of a brand

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has completed the given tasks/sections. The student is able to explain the importance of brand building in achieving a company's competitive advantage and finding a company's market position. The student identifies in general ways to build and develop a brand.

Assessment criteria, good (3)

The student has carried out work and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analyzing, planning, and building brands. Students will also be competent in recognizing and applying methods for constructing and developing brands.

Assessment criteria, excellent (5)

The student has carried out work thoroughly and participated actively and constructively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analyzing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Assessment methods and criteria

- Group work (40% of the grade)
- Learning assignments (60% of the grade)