Branding & Positioning(E)

Introduction

The students get to know the basic strategies of brand management, can describe them and subsequently apply them. In addition, the students gain knowledge of various strategies for the successful positioning of products and services in the local and global market environment.

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The course provides an introduction and background to strategic brand management from a marketing and business perspective. Fundamental concepts such as brand development, brand building, brand management, the developments of a brand value are discussed theoretically and on the basis of case studies. The importance of differentiation for the brand and the subsequent brand management is also discussed. Through practical examples, the students learn how brands are built and designed.

- Keller, K. L., & Swaminathan, V. (2019). Strategic brand management: Building, measuring, and managing brand equity (5th global ed.). Pearson.
- Kotler, P., Keller, K. L., & Opresnik, M. O. (2023). Marketing-Management (16. Aufl.). Pearson Deutschland GmbH.
- Esch, F.-R., & Esch, D. (2024). Strategie und Technik der Markenführung (10. Aufl.). Verlag Vahlen.

Seminar paper
Presentation

English

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Integrated course, group work, case studies, discussions, e-learning

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