Global Brand Management

2021/2022

Academic Year

ENG

Instruction in English

4

ECTS credits

Delivered at:

Магистерская программа "Международный бизнес", направление подготовки "Менеджмент"

Course type:

Elective course

When:

1 year, 4 module

Instructor

Шевченко Максим Егорович

Course Syllabus

Abstract

Prerequisites: International Marketing. Brands are at the core of the business success and financial power of the world’s most successful international companies. Strong global brands often become the most valuable asset of the company (e.g. Gillette, Coca-Cola, Apple, Pampers, McDonalds), and are now specifically valued, tracked and ranked globally as a stand-alone business asset (e.g. by Forbe’s World’s Most Valuable Brands listing). The critical importance of building and effectively managing strong global brands has never been as pressing as today, as the other sources of lasting competitive advantage in the market erode rapidly or collapse (incl. access to technological, manufacturing or financial resources). While almost any new product or technology can be replicated rapidly and cheaply by competition, a well-established brand and it’s relationships with the consumers cannot, which makes it a source of lasting and highly resilient competitive advantage for the long-term financial success of the business. Pre-requisites: World Economy, International Relations, Foundations of Managerial Economics, International Marketing

Learning Objectives

• Provide in-depth understanding of the role brands play in creating significant and lasting value for both the Consumer (improving consumer experience and value received), and for the Business (driving shareholder value and creating a lasting competitive advantage in the marketplace).
• Provide an overview and appreciation of the key issues of planning, executing and evaluating international brand strategies to effectively build and manage a strong global brand.
• Provide a foundation skill set of applying the appropriate concepts, principles, frameworks and tools related to planning, execution, and evaluation of an effective international brand strategy to drive sustainable profitable growth of a business.
• Reinforce students’ strategic thinking capabilities, including thinking critically and creatively about the challenges, key considerations, strategies and execution involved in building, growing and leveraging global brands in today’s increasingly competitive and highly complex business environment.
• Reinforce students’ practical skill sets of business analysis, critical thinking, organizational leadership, working in teams, project management and business communication

Expected Learning Outcomes

• be able to design and implement brand marketing programs
• be able to develop a brand strategy
• Know the definition of a brand and its role on the market
• know the peculiarities of creating a brand name, symbol and slogan

Course Contents

• Introduction: What is a brand? Why do brands matter?
• Branding challenges and opportunities. Brand positioning.
• The global brand equity
• Brand awareness and brand loyalty
• Brand associations and perceived quality
• Creating the brand: name, symbol, and slogan
• Mid-Term Exam (Team Presentations)
• Developing a brand strategy
• Designing and implementing brand marketing programs
• Integrating marketing communications to build brand equity
• Measuring and tracking brand performance
• Growing and sustaining brand equity
• Final Exam (Team Presentations)

Assessment Elements

• Final business case presentations
• Attendance
• In-class participation
• Mid-term business case presentation
• Final business case online presentations in Zoom
• Attendance
• Online participation
• Mid-term business case online presentation

Interim Assessment

• 2021/2022 4th module
  0.25 * Attendance + 0.1 * In-class participation + 0.25 * Mid-term business case presentation + 0.4 * Final business case presentations

Bibliography

Recommended Core Bibliography

• Aaker, D. A. (2012). Building Strong Brands. London: Simon & Schuster UK. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1992751
• Brand Relevance : Making Competitors Irrelevant Aaker, David A. John Wiley & Sons, Incorporated 2011 ISBN: ISBN number:9780470613580, ISBN number:9780470922606
• Dew, A. (2010). How Brands Grow: What Marketers Don’t Know. NZ Marketing Magazine, 6. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=55123510
• Kundu, S. S. (2017). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th ed. NICE Journal of Business, 12(1), 121–124. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=132823382
• Ogilvy, D. (1985). Ogilvy on Advertising (Vol. First Vintage Books edition). New York: Vintage. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=782238
• Ries, A., & Trout, J. (2000). Positioning : The Battle for Your Mind (Vol. 20th anniversary ed). New York, N.W.: McGraw-Hill Professional. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=55579

Recommended Additional Bibliography

• The Business of Brands Miller, Jon; Muir, David John Wiley & Sons, Incorporated 2004 ISBN: ISBN number:9780470862599, ISBN number:9780470862605