杏吧论坛

Guido van Garderen

This course is available on the BSc in Management, International Exchange (1 Term) and International Exchange (Full Year). This course is available with permission as an outside option to students on other programmes where regulations permit and to General Course students.

This course is not available for postgraduates.

Steven Forbes, founder of Forbes magazine, once stated “Your brand is the single most important investment you can make in your business” as it persuades customers to pay more, purchase more frequently, and retains their loyalty. In short, strong brands influence the choices of customers, which subsequently drives business results. This module takes an in-depth look at both corporate and non-profit brands, and the strategies behind them. Students will learn how to define a brand and bring it to life though copy, design and experiences. Topics include: positioning, brand definition, differentiation, brand architecture, verbal and visual identity and brand experience, amongst others. This module helps students to prepare for a future as a marketeer, brand strategist or entrepreneur.

20 hours of lectures and 10 hours of seminars in the LT. 2 hours of lectures in the ST.

Students will meet in their groups with the course leader several times during the term to receive feedback on their work. Detailed guidelines on the group project will be provided in the course syllabus and sample projects will be available.

• David A. Aaker (1996) Building strong brands. New York: The Free Press.
• Byron Sharp (2010) How brands grow - what marketers don’t know. Melbourne: Oxford University Press. 
• Youngme Moon (2010) Different, Escaping the Competitive herd. New York: Crown Business, Random House.
• Kevin Lane Keller, Brian Sternthal and Alice Tybout (2002) Three questions you need to ask about your brand, Harvard Business Review, volume 80, issue 9, page 80-86.
• Lodish, Leonard M, and Carl F Mela (2007), “If Brands Are Built Over Years, Why Are They Managed Over Quarters?”, July/August, Harvard Business Review, 85, 7/8 (July-August), 104-112).
• Rangaswamy, Arvind, Raymond R Burke, and Terence Oliva (1993) “Brand Equity and the Extendibility of Brand Names”, International Journal of Research in Marketing, Special Issue on Brand Equity, Vol. 10, p. 61-75.

Project (30%), take home exam (60%) and class participation (10%).

60% Individual take-home assignment

30% Group project and presentation

10% Class participation

Students work during the course in groups towards the presentation of a (new) brand strategy.

The individual take-home assignments challenges students to critique an existing brand strategy.

Together, the assessments demonstrate the ability of students to both build and manage brands.