Global Brand Management (WP)*
Niveau
Second cycle, master's
Learning outcomes of the courses/module
The participants:
• understand the key principles of brand management in a global context.
• recognize the differences between brand, logo and storytelling.
• understand global consumer behavior and cultural influences on brand management.
• recognize global challenges in brand management and are able to respond to them, including ethical considerations, crises and competition.
• develop global brand strategies, including positioning and differentiation.
• identify brand archetypes and correlate them with the brand's activities.
• understand the key principles of brand management in a global context.
• recognize the differences between brand, logo and storytelling.
• understand global consumer behavior and cultural influences on brand management.
• recognize global challenges in brand management and are able to respond to them, including ethical considerations, crises and competition.
• develop global brand strategies, including positioning and differentiation.
• identify brand archetypes and correlate them with the brand's activities.
Prerequisites for the course
None
Course content
• Definition and delineation of the term brand
• Brand positioning (USP/SVP)
• Brand strategy (values, rules)
• Creative process (storytelling)
• Brand book (color scheme, typography, logo)
• Neuromarketing
• Performance measurement (BCG, Havas)
• International vs. local marketing
• Brand positioning (USP/SVP)
• Brand strategy (values, rules)
• Creative process (storytelling)
• Brand book (color scheme, typography, logo)
• Neuromarketing
• Performance measurement (BCG, Havas)
• International vs. local marketing
Recommended specialist literature
• Altstiel, T., et al.: Advertising Creative: Strategy, Copy, Design, Sage (jeweils in der aktuellen Auflage)
• Ind, N. & Oriol, I.: Brand desire: How to create consumer involvement and inspiration, London: Bloomsbury
• Minsky, L, et al.: Global Brand Management: Kogan Page
• Ind, N. & Oriol, I.: Brand desire: How to create consumer involvement and inspiration, London: Bloomsbury
• Minsky, L, et al.: Global Brand Management: Kogan Page
Assessment methods and criteria
Portfolio assessment
Language
English
Number of ECTS credits awarded
3
Semester hours per week
Planned teaching and learning method
Blended Learning
Semester/trimester in which the course/module is offered
1