Global Brand Management (DLMBSPBE01)

Course No.:

DLMBSPBE01

Course Title:

Global Brand Management

Hours Total:

150 h

Credit Points:

5 ECTS

Course Type: Wahlpflicht

Course Availability: WS, SS

Course Duration: 1 Semester

Admission Requirements:

None

Course Coordinator / Instructor:

See current list of tutors in the Learning Management System

References to Other Modules:

Please see module description

Course Description:

For most companies, a major opportunity to grow their business involves looking for possibilities outside their native country. However, taking brands beyond national boundaries presents a new set of branding issues as the global marketplace is constantly changing. At the same time, various forms of regionalization are taking place, adding another layer of complexity to managing a brand portfolio. Arguably, products, pricing and distribution are increasingly becoming commodities and the new competitive arena is brand value, creating long-term, profitable brand relationships. Ultimately, strong brands will transcend industries and provide an organization with one of its most valuable assets. This course ultimately aims to introduce students to the differentiation of products and services in a world of alternatives and the benefits/disadvantages of providing customers with the power of choice.

Course Objectives and Outcome:

Upon completion of this course, students will be able to:

• Analyze brands, brand components and brand management.
• Examine how brands are positioned and re-positioned in regional, national and international markets and explore the concept of shared- and co-operative branding.
• Promote the importance of brand valuation and measurement techniques within their company.
• Form and apply tactics to address brand falsification and protection as well as to develop strategies to manage a brand crisis.

By the end of the course, students should be able to analyze the main challenges facing international brands, and be able to measure their brand equity and understand the factors that contribute to increasing or losing consumer-based brand equity. Furthermore, students should be able to analyze a company’s current brand strategy and propose viable alternatives as well as make informed decisions with greater probability of success.

Teaching Methods:

A variety of learning materials are offered to students: depending on the course, these include printed and online course books, vodcasts, podcasts, online tutorials, case studies, and online knowledge tests. This range of learning materials is offered to students so they can study at a time, place, and pace that best suits their circumstances and individual learning style.

Course Content:

1 Branding in International Markets

1.1 Brand Positioning and Repositioning Strategies

1.2 Choosing Brand Elements to Build Brand Equity (BE

1.3 Integrating Marketing Communications

1.4 Designing Marketing Programs to Build BE

2 Measuring Brand Equity and Performance

2.1 Brand Equity Measurement Systems

2.2 Measuring Sources and Outcomes of Brand Equity

2.3 Brand Audits

3 Managing International Brands over Time

3.1 Designing and Implementing Stages of Branding Strategies

3.2 Managing Brand Hierarchy in an International Context

3.3 Business-to-Business (B2B) Brand Management Strategies and Structure

4 Managing Brands over Geographical Boundaries and Market Segments

4.1 Cultural Influences in Managing Brands across Geographical Boundaries

4.2 Concepts of Shared and Cooperative Branding Strategies

4.3 Brand Partnerships and the Implication of Standardization and Customization

5 Managing a Brand Crisis

5.1 Global Brands and Managing Aspects of a Brand Crisis

5.2 Brand Falsification

5.3 Brand Protection Strategies

Literature:

• Aaker, D. A., & Joachimsthaler, E. (2000). Brand leadership: The next level of the brand revolution. New York: Free Press.
• De Chernatony, L., & McDonald, M. (2003). Creating powerful brands in consumer, service, and industrial markets (3rd ed.). Oxford: Butterworth-Heinemann.
• Gregory, J. R., & Wiechmann, J. G. (2001). Branding across borders: A guide to global brand marketing. Chicago, IL: McGraw-Hill.
• Joachimsthaler, E., Aaker, D., Quelch, J., & Vishwanath, V. (1999). Harvard business review on brand management. Boston, MA: Harvard Business School Press.
• Keller, K. L. (2012). Strategic brand management: Building, measuring and managing brand equity (4th ed.). Upper Saddle River, NJ: Prentice Hall.
• Keller, K. L. (2012). Strategic brand management: Best practice cases in branding (3rd ed.). Upper Saddle River, NJ: Prentice Hall.
• Lindström, M. (2005). Brand sense: Build powerful brands through touch, taste, smell, sight, and sound. New York City, NY: Free Press.
• Roll, M. (2016). Asian brand strategy: Building & sustaining strong global brands in asia. London, U.K.: Palgrave Macmillan
• Van Gelder, S. V. (2005). Global brand strategy: Unlocking brand potential across countries, cultures and markets. London, U.K.: Kogan Page.
• Gao, P., Woetzel, J., & Wu, Y. (2003). Can Chinese brands make it abroad? McKinsey Quarterly, 40(1), 3–13.
• Barron, J., & Hollingshead, J. (2004). Brand globally, market locally. Journal of Business Strategy, 25(1), 9–14.
• Chernatony, L. D. (2002). Would a brand smell any sweeter by a corporate name? Corporate Reputation Review, 5(2-3), 114–132.
• De Chernatony, L., & Riley, F. D. (1998). Defining a "brand": Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417–443.
• Gad, T. (2001). 4-D branding: Cracking the corporate code of the network economy. London, U.K.: Financial Times Prentice Hall.
• Mudambi, S. (2002). Branding importance in business-to-business markets. Industrial Marketing Management, 31(6), 525–533.
• Urde, M. (1999). Brand orientation: A mindset for building brands into strategic resources. Journal of Marketing Management, 15(1-3), 117–133.

Prerequisites to Qualify for Assessment:

• Depending on the course: Completion of online knowledge tests (approx. 15 minutes per unit, pass / not pass)
• Course evaluation

Assessment:

Exam, 90 min

Student Workload (in hours): 150

Self-study: 90
Self-testing: 30
Tutorials: 30