11 July 2024
Strategic Brand Management in a Dynamic World
This course focuses on the multifaceted and evolving nature of branding in today's business and organizational landscape. It highlights the value of brands as an organizational asset in a competitive and dynamic world and cultivates knowledge and insight into the processes involved in establishing and sustaining brands within ever-changing environments.
As such, the course exposes students to, and equips them for, a complex branding reality in which multiple interpretations of the concept “brand” and multiple strategic approaches to managing this asset exist.
Students will be introduced to the most notable theoretical branding approaches and will acquire an understanding of how to manage brands based on the specific branding approach they choose to embrace.
The theoretical discussion will be enriched by insights from both brand scholars and professionals, and it will be reinforced through practical applications of various branding approaches to real-world branding scenarios.
Session 1: Why do brands matter?
Session 2: The evolution of brand management: Brand management paradigms
Session 3: Brands as experiences
Session 4: Brands as knowledge
Session 5: Brands as identities
Session 6: Brands as persons and relationship partners
Session 7: Brands as cultural icons
Session 8: Brands as processes
Peer reviewing activity
Session 9: Rethinking core brand constructs in dynamic terms: Brand co-creation & brand communities
Session 10: Rethinking core brand constructs in dynamic terms: Dynamic brand meaning & identity
Session 11: Comprehensive discussion and Q&A
Sylvia von Wallpach - Department of Marketing
This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.
Demonstrate a thorough understanding of the discussed branding approaches
Critically reflect upon and compare different branding approaches
Discuss practical implications and limitations of various branding approaches
Identify and address brand-related issues in concrete case situations, using models and frameworks related to the different theoretical perspectives
Follow academic conventions in the written presentation
This is an intensive 3-week course. 3-week courses cannot be combined with any other courses.
Find more information on our website.
DKK 6000: Tuition fee for Open University students (EU/EEA/Swiss citizenship)
DKK 15000: Tuition fee for non-European students.