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Обычная версия сайта
2019/2020

Построение сильного бренда

Статус: Маго-лего
Когда читается: 4 модуль
Преподаватели: Быковский Георгий Валериевич, Котляров Иван Дмитриевич
Язык: английский
Кредиты: 3
Контактные часы: 32

Course Syllabus

Abstract

The discipline is focused on brands as key intangible assets of company. Students will gain knowledge on different aspects of brand, brand valuation and brand strategies. The course consists of lectures (12 hours) and tutorials (20 hours). The tutorials involve student presentations (in small groups), problems solving, case analysis and the individual assignment (project).
Learning Objectives

Learning Objectives

  • To provide students with competencies that are necessary to create and use a strong brand.
Expected Learning Outcomes

Expected Learning Outcomes

  • Students know key notions of new branding.
  • Students are able to Identify potential risks for brands.
  • Students are able to evaluate brand efficiency.
  • Students understand the principles of implementation of brand strategies..
Course Contents

Course Contents

  • Topic 1. Brand: Basic notions
    Nature of brand. Evolution of brand. Main aspects of brand. Brands and trade marks. Types of brands.
  • Topic 2. Brand creation
    Positioning and repositioning. Brand attributes. Brand identity. Brand communications.
  • Topic 3. Brand capital
    Factors of brand capital. Value proposition of different markets. Brand loyalty.
  • Topic 4. Evaluation of brands
    Factors of brand value. Brand valuation. Interbrand model.
  • Topic 5. Brand portfolio
    Hierarchy of brands. Brand architecture. Interaction of brands.
  • Topic 6. Brand strategies
    Brand life cycle. Brand extension. Umbrella brands. Cannibalization of brands. Rebranding. Co-branding. Franchising and licensing. Liquidation of brands.
Assessment Elements

Assessment Elements

  • non-blocking Homework
    Presentation the research’s results by home task. 1. Describing and explaining your choice of company based on the first lecture materials 2. Identification of attributes of the brand of the chosen company 3. Analysis of brand capital of the chosen company 4. Factors of brand value of the chosen company 5. Analysis of the company’s brand portfolio 6. Analysis of company’s brand strategy
  • non-blocking Exam
    The exam is to be held in oral form on the Zoom online platform. It is necessary to login 5 minutes before the exam is due to begin. Please check your Internet connection and Zoom on your computer in advance. To participate in the exam, student is obliged to turn on the camera and the microphone. During the exam it is forbidden to turn off the camera. If the connection break does not exceed 2 minutes, it will be regarded as a brief connection break. Otherwise, it will be regarded as a longer connection break and will entail the exam cessation. The retake procedure is identical to the exam procedure
Interim Assessment

Interim Assessment

  • Interim assessment (4 module)
    0.5 * Exam + 0.5 * Homework
Bibliography

Bibliography

Recommended Core Bibliography

  • David A. Aaker. (2009). Managing Brand Equity. [N.p.]: Free Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1975137

Recommended Additional Bibliography

  • Aufreiter, N. A., Elzinga, D., & Gordon, J. W. (2003). Better branding. McKinsey Quarterly, (4), 28–39. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=11143702
  • De Chernatony, L. (2010). From Brand Vision to Brand Evaluation (Vol. 3rd ed). Amsterdam: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=329110
  • Keegan, W. J., & Green, M. C. (2017). Global Marketing, Global Edition (Vol. Ninth edition). Harlow: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1419675