Information on individual educational components (ECTS-Course descriptions) per semester

Successful completion of all courses of the module Marketing and Sales.

• Basics of brand management in companies, elements of successful brand management
• Integration of communication in brand management
• Brand identity terms and constructs, relationship between brand identity, vision, mission and positioning
• Brand architectures and their application
• Methods of analysis for brand evaluation
• Conception of brand strategies
• Formulation of goals for brand management
• Trademarks and manufacturer brands
• Importance of the brand in B2B and B2C contexts
• Orchestrating brand contact points along the customer journey
• PR as a form of brand communication
• Employees as a success factor for implementing brand identity and positioning
• Brand maintenance, brand extension, brand wear and brand revitalisation
• Procedures for determining brand value
• Legal options for the protection of brands
• Trends, developments, current scientific findings on brand management
• Case studies on brand building and brand management

Companies rarely have products and services that are unique in the literal sense of the word - there are competitive providers for almost all goods that can differentiate themselves in terms of quality and price, but fundamentally carry the risk of losing their own market share. Students in Marketing & Sales in particular need in-depth knowledge of the management of brands in order to position products and services in a differentiating manner in the competitive landscape by means of brand management.

The students can apply methods for developing the strategic basis of a brand (brand identity, positioning) and derive suitable communication measures or design guidelines for communication measures from this.

They are able to analyse brand architectures of companies and to penetrate and critically examine existing brand concepts and derive suggestions for improvement.

Interactive course with lecture, case studies, exercises in individual and group work, presentations and homework.

Pre-assignment, participation during the seminar in the form of contributions and short presentations (individual or group assignments), post-assignment, individual weighting as determined by the instructors, announcement at the beginning of the semester

None

Keller, Kevin Lane; Swaminathan, Vanitha (2019): Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson.

Esch, Franz Rudolf et al. (2014): Corporate Brand Management: Marken als Anker strategischer Führung von Unternehmen. Springer.

Esch, Franz Rudolf (2017): Strategie und Technik der Markenführung. Vahlen.

Kapferer, Jean-Noel (2012): The New Strategic Brand Management, Advanced Insights and Strategic Thinking. Kogan Page.

Holt, Douglas (2004): How Brands become Icons. The principles of Cultural Branding. Harvard Business School Press.

Rosenbaum-Elliott, Richard; Percy, Larry; Pervan, Simon (2018). Strategic Brand Management. Oxford: Oxford University Press.

Classes with compulsory attendance