Strategic Brand Management in a Dynamic World

About

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

Course leader

Sylvia von Wallpach - Department of Marketing

Target group

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.

Course aim

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

Fee info