Brand Management (3cr)

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
- Brand lifecycle management
- Brand performance measurement

Assessment criteria, satisfactory (1)

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

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, 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 to an excellent standard 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 analysing, 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.

Materials

- Aaker, D. (2002). Building Strong Brands
- Laakso, H. (2003). Brandit kilpailuetuna. Miten rakennan ja kehitän tuotemerkkiä
- Malmelin, M. & Hakala, J. (2007). Radikaali brändi
- Sounio, Lisa (2010). Brändikäs
- Other material announced by the lecturer