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  • 1. Programa Analítico del Curso: Strategic Brand Management (English) Clave: GA00437 Profesora: Orla Branigan “If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name would walk into a bank the next morning and get a loan to rebuild everything." Carlton Curtis VP Corporate Communications, Coca Cola 1. Course Overview: Brands are truly the new rock stars of commerce and properly nurtured and managed they have the same ability to create staggering global fan appeal. It is universally acknowledged that a corporation´s brand and brand set are among its most valuable assets. It is also a fact that the stewardship of these key assets usually lies solely within the marketing division, although the business of brand management is the very essence of the company, determined by every big and little thing the company does, every day of the week. The business of marketing is brands, but the business of brands goes way beyond marketing and reaches into every corner and facet of a truly customer centered and brand led organization. This course is designed to provide students with a framework of knowledge to think about branding critically and creatively, and a set of skills to successfully develop, manage and defend brands and strategic brand decisions, inside the organization and in competitive markets. The course will thoroughly examine strategic brand management and work through a modular framework for understanding why brands matter and how great brands are created, developed, and sustained over time. 2. Course Objectives: Through a predominantly case led and participative learning approach, the course seeks to provide students with: • a thorough appreciation of the fundamental importance of branding in creating and building shareholder value • an understanding of the role of brands, the concept of brand equity and the advantages of creating strong brands • an understanding of the three main ways to build brand equity, including the selection of the brand elements, the development of integrated marketing programs and the leveraging of secondary associations
  • 2. • a true appreciation of how the great brands create and sustain relationships with customers across the organization at every level • an exploration of different approaches to measuring brand equity and implementing brand equity measurement systems within organizations • knowledge about how branding strategies are adjusted over time and over geographic boundaries to maximize brand equity 3. Course Evaluation: • Class Participation: 10% • Individual Assignments (4 x 5%): 20% • Mid-term exam: 15% • Group Branding Project: 35% • Final Exam: 20% Class Participation: Sessions will involve student-led discussion and analysis. Students are expected to have read the advance material and to come to class prepared. Evaluation will be determined by the evidence of preparation and the quality of commentary in terms of distilling concepts and ideas, analyzing the contributions of others and offering new and interesting perspectives. Individual case Assignments: 4 assignments will be distributed for completion by each student which should be turned in at the beginning of the following sessions: Assignment # Due for session # 1 2 2 4 3 7 4 9 Assignment (1): Case analysis: Starbucks –managing a high growth brand Assignment (2): Case analysis: Intel: branding an Ingredient Assignment (3): Project: Integrated Marketing brand analysis Assignment (4): Reputation management case study Group Branding Project: The class will be divided into self selected brand teams to complete a graded term branding project. All group members will receive the same grade. Unassigned students will be assigned groups. Groups should be formed and project outline details provided by session 3. Each group will provide their written and electronic presentation by the beginning of week 11 and oral presentations, 30 minutes each group, will be scheduled for session 11 of the course. Grading
  • 3. will be based on written report (70%) and an oral PowerPoint based presentation (30%). Ex-class advisory and review sessions will be arranged for each group during term. The groups may select from 2 brand project options: A. Comprehensive Brand Audit on company of choice This project will require students to undertake a comprehensive audit on a self selected brand in terms of assessing the health of the brand, uncovering the sources of brand equity and developing recommendations for improving and leveraging brand equity. This project will involve a detailed process of profiling the brand through an inventory and then exploring consumer knowledge of the brand in terms of awareness, strength, favorability and competitor brand analysis. Research sources will include qualitative and quantitative surveys, analysis of stock-market or other financial data or analysis of past research surveys. The audit report will include an assessment of the brand’s awareness, image, equity or value in comparison with its main competitors and a set of recommendations on how the brand can improve these factors or develop new strategies to maximize equity. Brands selected can fall into any category of product or service, national, international, private or public but should be a commercial (i.e. for profit) brand. It is however easier to assimilate the requisite financial data for a publicly quoted company. (reading: Brand Audit Guidelines / Keller, K, Strategic Brand Management, pg162-172) (Project details and requirements will be provided in session 1). B. Brand marketing strategy Tec De Monterrey (EGADE) ZMCM This project will require students to develop a brand marketing strategy for the ITESM EGADE in the Mexico city metropolitan zone (including Campus Santa Fe and Campus Ciudad de Mexico).The strategy development will require an analysis of current competitive positioning, assessment of current brand equity and sources, recommended positioning, the design of an integrated brand marketing program across product, price and channel strategy and a set of brand marketing communications proposals. Project Details and requirements will be provided in session 1 Final Exam The final exam will take place during session 12 and will take the form of a mini-case analysis, a discussion item and a multiple choice questionnaire. The final exam will synthesize many of the concepts covered throughout the course. Important Notes: (1) Attendance and punctuality are extremely important and students are expected to make every effort to arrive at class by 6.30pm sharp. If a student for any reason must miss a class or arrive late, please contact my assistant Genie Valenzuela in advance by email at (2) Students are expected to arrive at each session prepared with the advance subject reading, in order to ensure full participation in each class and to enrich the overall learning experience (3) All individual course assignments should be presented at the beginning of each relevant
  • 4. session (see note above). Individual assignments should be typed in font Arial 12, double spaced and should not exceed 4 pages in length (4) The group branding project will have the following requirements: 1) Session 3: Submit group project selection, team and work plan, 2) Session 6: Provide overview of work plan progress in a 3 page summary 3) Nov 20th: Submit draft of written and PowerPoint presentation 4) Session 11: Oral presentations to the Evaluation Group (5) All relevant research sources must be clearly referenced with each individual and group assignment. Any attempt at plagiarisation will be strictly monitored and will discount the entire grade for the assignment 4. Bibliography Required Course Texts: Keller, Kevin L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Second ed.). Upper Saddle River, NJ: Prentice Hall. ISBN: 0131105833 (Paperback) Keller,Kevin L. (2003), Best Practice Cases in Branding, Lessons from the World´s Strongest Brands, Prentice Hall. ISBN:0131411330 (Paperback) Recommended Books: Davis, Scott & Dunn, Michael (2002), Building the Brand-Driven Business, Operationalize Your Brand to Drive Profitable Growth Jossey-Bass, ISBN: 0787962554 Kapferer, Jean-Noël (1997), Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (Second ed.), London: Kogan Page Schmitt, Bernd and Alex Simonson (1997), Marketing Aesthetics : The Strategic Management of Brands, Identity and Image. New York: Free Press Zyman, Sergio & Marc Gobe Emotional Branding: The New Paradigm for Connecting Brands to People. Allworth Press. 2001. Taylor, David (2003), The Brandgym: A Practical Workout for Boosting Brand and Business. Chichester, UK: John Wiley & Sons. Wheeler, Alina (2003) Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands. Wiley(Hardcover) ISBN:0471213268 Moser, Mike, (2003), United We Brand, Harvard Business School Press, ISBN: 1578517982 Fombrun,Charles J. Reputation :Realizing value form the Corporate Image (1996), Harvard Business School Press ISBN: 0875846335
  • 5. Articles: The Best Global Brands (2006), Business Week & Interbrand Survey, available free to download at: “The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge” (2000), David A Aaker, Erich Joachimsthaler, California Management Review 42/4 (July 2000):8-23 (available for fee at How Global Brands Compete, (2004), Douglas B. Holt, John A. Quelch & Earl L. Taylor, Harvard Business Review, September 2004 (Available for fee at “What Becomes an Icon Most?”(2003), Douglas B. Holt, Harvard Business Review, 81(3) 43 (available for fee to download from “The Lure of Global Branding” (1999), David Aaker & Erich Joachimsthaler, Harvard Business Review, 77 (6), 137-44 (Available for fee at “Doing Well by Doing Good 2005: Corporate Citizenship Turns Consumers into Brand Champions”, Golin Harris. An article free to download at “Understanding Brand’s Value: Advancing Brand Equity Tracking to Brand Equity Management ”(2003), Michael Leiser, An article free to download at “How Harley Revs Its Brand”, Glenn Rifkin, strategy + business 97403 ( available to download at: ) “How Richard Branson Works Magic”, Glenn Rifkin, strategy + management, 98406 (available to download at: Developing Effective Communications Strategies for the Blogosphere”, Brenda Tinkel, Brandchannel 2005 (available free at Blog_Comm.pdf) “Integrated corporate and product brand communication” (1). : An article from: Advances in Competitiveness Research [HTML] by Philip J Kitchen, Don E. Schulz “Talk About Brand Strategy” (2005), by Natalie Mizik & Robert Jacobson, Harvard Business Review, October 2005 (Available for fee at “Going Global: Risks and Rewards” (2005), by Jeff Swystun. An article free to download from “Global Brand Culture” (2004) by Jonas Bergall & Ray Podder, An article free to download from “Competing with Giants: Survival Strategies for Local Companies in Emerging Markets” (1999), Niraj Dawar & Tony Frost, Harvard Business Review, March 1999(Available for fee at
  • 6. “Controlled Infection! Spreading the Brand Message Through Viral Marketing” (2050), Angela Dobele, David Toleman, Michael Nederland, Business Horizons/Indiana University, March 2005. (Available at Also Recommended… Regular reading of the following journals & online resources.. o Wall Street Journal o The Economist o Forbes o The Harvard Business Review o Advertising Age o PR Week o Journal of Advertising Research o Journal of Consumer Research o Journal of Marketing o Journal of Services Marketing 5. Overview of Course Lecturer: Orla Branigan has almost twenty years of senior level marketing and management experience working with brand leading companies and organisations in the US, Ireland, Switzerland, the UK, and the Middle East. She spent the early part of her career in the tourism and leisure sector in a number of marketing and brand management roles for organisations including Sheraton, Moevenpick, Radisson SAS, Ritz Carlton and Granada plc. She was the Director of Industry consulting services for the Irish Council for Education and Training before being appointed International Marketing Director for the Irish Tourism Board in 1995. At the Irish Tourist Board, Orla led a major re-branding strategy for the Ireland brand which culminated in the development of a new brand direction for Irish tourism and the rollout of one of the most comprehensive marketing campaigns undertaken by a destination brand. Orla moved on to join Ireland’s hi-tech revolution in 1998 becoming Vice President and Director of Commercial Services for a local financial software start-up. Here she was responsible for building a small, locally known B2B software brand into the market leading solution for multicurrency card processing in the global financial services sector. Following the successful trade sale of the company to the Bank of America Group, oral established a marketing communications company in Dublin with two partners which quickly grew to become the leading blue/chip communication company in Ireland before being acquired by the London based global communications company, Financial Dynamics International (FDI) in 2002. At FDI Orla served as Director of Business Development for Europe, Middle East and Africa and in 2003, along with a group of international partners and a London based venture capital firm, she participated in a successful take-private of the company. Today Financial Dynamics International has grown to become the world’s largest privately held communications agency, with a network of several hundred clients, a global team of 700 and offices in 15 countries on 4 continents. Key global communications accounts which Orla had worked with or directed include Microsoft EMEA, Vodafone Europe, Dell EMEA, Merrill Lynch, Bank of America group, MasterCard, Goldman Sachs,Xerox EMEA, Intel, the Indian High Commission, the Kingdom of Jordan, Jamaican Tourism Board, Tourism Ireland ltd., Welsh development Agency, Greek Olympics 2004, Riverdance, Coca-Cola HBC and Cablevision.
  • 7. Orla has participated in many international conferences as a key note speaker and contributor on marketing and brand management. She has received several business entrepreneurial and marketing awards in Ireland and served on the Council of a number of leading business organisations. She is a director of several Irish companies and is involved in the not for profit sector with a number of foundations in Ireland and Mexico. She received her bachelors degree in international hotel administration at the National University of Ireland (Shannon School, UCG), a Masters degree in Tourism Science at the University of Ulster, Belfast, N Ireland and a Masters degree in Marketing from Cornell University,NY. 6. Course Outline STRATEGIC BRAND MANAGEMENT Lecturer: Orla Branigan Session I Brands & Brand Management • Course Introduction & Overview • Brands & the brand management process • Branding challenges & Opportunities • The concept of brand equity • What the great brands teach us about branding Reading: • Read Keller (Strategic Brand Management) chapters 1 • Business Week/ The Top 100 brands 2006 (Interbrand survey) Assignment • Case analysis: Starbucks corporation – managing a high growth brand (for hand-in session 2) Session II Customer Based Brand Equity • Discussion/Starbucks case • The concept and implications of brand equity from the customer perspective • Brand Building – key steps in the CBBE model • Special applications of brand management (online/B2B/Services etc) Reading • Keller, K, Strategic Brand Management (chapter 2) • UBS:Brand Building in a Global Market ( • Brand Building Literature Review (Francisco Guzman ESADE) • Business Week Online, Special Report: Doing Business Online, Jeffrey Gangemi, Sep 2006 Assignment • Case analysis: Intel Corporation – branding an ingredient (for hand-in session 4) Session III Brand Positioning & Values • Brand Positioning Guidelines • Establishing points of parity and difference
  • 8. • Defining brand values • Class exercise on category positioning • Overview of group branding projects (submit details) Reading • Keller, Kevin, Strategic Brand Management, Chapter 9 • “How Harley Revs Its Brand”, Glenn Rifkin, strategy + business 97403 ( available to download at: • Blattberg RC & Deighton J,”Manage Marketing by the Customer Equity Test” HBR, Summer 1996 • Best Practice Cases in Branding, Kevin Keller, Case 12: Accenture: Rebranding and Repositioning a Global Brand (p.255) (FOR CLASS DISCUSSION) Session IV Building Brand Equity – Designing Marketing Programs • Key brand elements and important criteria in their choice • Product Strategy • Price Strategy • Channel Strategy • Class Discussion on private label and generic branding Reading: • Keller, K. Strategic Brand Management, chapters 4+-5 • Frances Leclerc, Bernd Schmitt,and Laurette Dube, ‘Foreign Branding and its Effects on Product Perceptions and Attitudes, Journal of Marketing Research,31 (May 94) 263-270 • Peter Coy, ‘The Power of Smart Pricing’ Business Week, 10 April 2000, 600-164 • Holt, Douglas B. (2003), "What Becomes an Icon Most?," Harvard Business Review, 81 (3), 43. Brand Focus 5.0 Private Label Strategies & Response (Keller, page 273-279) Session V Integrating Marketing Communications • The Communications Platform • Communications Options (Advertising, Promotion, Event Marketing, Sponsorship, PR, P2P Selling) • The importance of integrating communications the platform Reading: • Keller, Kevin Strategic Brand Management, chapter 6 • best Practice cases in branding: Nike: Building a Global Brand,p.119 Assignment: • IMC analysis and recommendations on a Mexican brand of choice (due for session 7) Session VI Parcial Exam • Session 1: Integrated Marketing Communications: Lecture: Internet Marketing Strategies for Online Success • Session 2: Mid-term exam (8pm-10pm) Reading: Revision of the previous session’s concepts and examples
  • 9. Session VII – Designing and Implementing Brand Strategies Reading: • Keller, Kevin, Strategic Brand Management, chapter 11 (p. 520) • Read Keller Case #8 Nivea: Managing a Brand Hierarchy Session VIII – Corporate & Brand Reputation Management • Reputation vs. Branding • Corporate Social Responsibility and Reputation • The relationship between the corporation and the brand portfolio • Reputation Management in a time of Crisis • Class discussion on • Key rules for building & sustaining an excellent reputation Reading • Keller, Kevin, Strategic Brand Management, Brand Focus: 6.0 (Tylenol ),pages 337-34: • “Doing Well by Doing Good 2005: Corporate Citizenship Turns Consumers into Brand Champions”, Golin Harris. An article free to download at • AIB (Allied Irish Bank plc) caselet • Read links: • Outranks+Financial+Performance+as+Most+Important+Measure+of+Success+ • • • Assignment: • Case study on reputation management and topical discussion question (for hand-in next session ) Session IX Measuring Brand Equity: • Measuring Sources of Brand equity • Measuring outcomes of brand performance • Comparative methods of measurement • Valuation methodologies – strengths and weaknesses Reading: • Keller, Kevin, Strategic Brand Management, chapters 9,10 • Chandon, Pierre (2004), "Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity and Brand Value" _ INSEAD 2004. Session X Managing Brands over Time and Geography • Guest Speaker: Marketing Director, Mexican multinational Reading: • Keller, Kevin, Strategic Brand Management, chapters 13,14
  • 10. • Read: Going Global: Risks & Rewards, Interbrand,Oct 20 Aaker, David A (1997), "Should you take your brand to where the action is?," Harvard Business Review, 75 (5), 135-43 • Aaker, David A and Erich Joachimsthaler (1999), "The lure of global branding," Harvard Business Review, 77 (6), 137-44 Session X1 Group Presentations & Lecture on Self-Branding • 30 minute Group Presentations • Lecture/ Discussion: Self branding for a fast track career o How to apply the key lessons of good branding to your career o Developing excellent presentation skills o Being visible in the marketplace o Online self branding o How to network effectively Session XII Final Exam Contact Details: Tel oficina: 9177 8038