Brand Management (3cr)

Evaluation scale

1-5

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

- Defining a brand
- Personality of brands
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand
- Personal brand
- Storytelling
- Managing the lifespan of a brand
- Measuring the performance of a brand

Materials

-Ahto, O., Kahri, A., Kahri, T. & Mäkinen, M. (2016). Bulkista brändiksi. Käsikirja kasvuun ja kannattavuuteen.
-Ruokolainen, P (2025): Superbrändi: näin luot brändin, jolla on merkitystä. E-kirja.
-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
-Moodlesta löytyvä materiaali (PP-esitykset, artikkeleita, podcasteja, tutkimusraportteja)

Teaching methods

The study is conducted online in the Moodle learning environment. The study is carried out independently during the implementation period. The study does not include joint meetings or pair or group work.

The student familiarizes themselves with the theoretical material, completes online assignments according to the given instructions. The study requires independent work and scheduling.

Student workload

The workload of the study is designed so that one credit corresponds to an average of 27 hours of student work to achieve the learning objectives. The actual time required varies individually, e.g., due to prior knowledge.

Total workload: 80 h
-Familiarization with the course material
-Learning assignments

Assessment criteria, satisfactory (1)

The student has completed the assigned tasks/sections. The student can explain the importance of building a brand in achieving a company's competitive advantage and finding the company's market position. The student recognizes the key features of building and developing 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.