MF6-2000 Strategic Brand Management

Contents and structure

• Customer based brand equity, brand positioning
• How to build a brand
• Brand associations
• How to measure a brand's value
• How to increase brand equity

Learning Outcome

Knowledge

• Know the drivers for building strong brands.
• Know how consumers process brand associations.
• Know the concepts within the litterature on strategic brand management
• Understand why and how public relations and promotion affect consumer behaviour.

Abilities

• Evaluate methods for building brands and brand equity.
• Apply methods to identify consumer association network.
• Design marketing programs.

General competence

• Identify drivers for building strong brands and reflect upon these drivers.
• Identify and evaluate different brand management strategies.

Entry requirements

None

Recommended previous knowledge

Marketing MF6-1000/BØA116 Marketing

or equivalent

Teaching methods

Lectures and team work.

Compulsory learning activities

Up to three mandatory assignments. Students must pass the asignments to be registered for the final exam.

Assessment

4 hours written exam.

Evaluation: A-F

Examination support material

None

More about examination support material

Course reductions

• RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints
• RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints