Brand ManagementLaajuus (3 cr)
Code: LT00DB59
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
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.