At the end of this learning unit, the student is able to :
The objective of this course will be to learn what are the brand management strategies that are most effective to grow brands and strengthen their competitive advantage in the market. Brands will be analysed on a national and international perspective. It is essential today to master all the new marketing tools that lead to an optimal long term development the brands.
The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
In the current digital landscape, owning strong brands is still a competitive advantage. It is however more difficult to manage brands in this context in view of the proliferation of media, the new digital tools and different platforms used by consumers. Consumers have also become more demanding towards their brands and are more difficult to satisfy. A course of Brand management is therefore necessary to understand how to manage brands properly in this new environment.
The objective of this course is to review the most advanced concepts in the brand management area, illustrated by many brand cases in different business sectors on a local and international scale.
This should lead students to:
- Have a comprehensive view of the latest concepts and theories related to brands
- Learn to solve issues related to brand management in different sectors and at the local and international levels
- Be able to develop a successful brand marketing plan using digital and traditional tools.
Brands will be analysed in different business sectors such as Fast Moving Consumer Goods, Luxury and fashion.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.It will be mainly focused on the discussion of new concepts, case discussions, articles and conference from key marketers. Active participation from students is expected.
Due to the COVID-19 crisis, the information in this section is particularly likely to change.The course will be evaluated based on an exam and a teamwork assignment.
MODULE 2 - Creating a new brand and building strong brands
MODULE 3 - Building brand architecture
MODULE 4 - Extending the brand
MODULE 5 - Managing the Brand portfolio
MODULE 6 - Changing brand name and rejuvenating brands