Branding & Brand Management

Strong brands support customer retention and acquisition. However, brand creation and brand management are difficult and expensive activities occurring in a cultural environment that is crowded, unpredictable, and often hostile. In this course, we will see an assortment of branding issues and some typical brand management situations. Using cases, current examples, and an integrative project, we will see some of the depth of branding and how this nuance can be linked with brand management decision-making.

Course leader

Douglas R. Ewing, Ph.D., visiting professor from Bowling Green State University

Target group

undergraduate / graduate students

Course aim

Here are the main objectives of this class:
defending, and sustaining strong brands.
•Gain familiarity with basic branding concepts and strategies involved in building, leveraging,
defending, and sustaining strong brands.
• Recognize the strategic implications of branding including its role in creating value for multiple
stakeholders such as customers, management, and shareholders.
• Develop awareness for how consumer, competitive, and cultural insights may be leveraged
substantively in brand management.
• Combine basic branding concepts with themes drawn from local observation in an integrative
project.

Credits info

4 EC
4 ECTS/week

Fee info

EUR 500: 500 euro tuition fees + 100 euro admin fees (non refundable) for free movers
EUR 100: 100 euro admin fees for all students

Scholarships

n/a