Brand Management (4cr)

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
- Trademarks
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand and the obstacles of brand creation
- Managing the lifespan of a brand
- Measuring the performance of a brand

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

Teaching methods

- Lectures and presentations
- Group work
- Independent work (learning diary)

Employer connections

Work placement is not included in the study.

Student workload

- Lectures and presentations 26 h
- Group work 35 h
- Independent work 45 h

Assessment criteria, satisfactory (1)

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.
Good (4-3): 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.
Satisfactory (2-1): 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.

Qualifications

Previous Marketing studies