Brand StrategyLaajuus (5 cr)

Objective

The student understands how branding functions as a strategic tool for a company. He/she learns to identify, analyze, and solve branding-related tasks and objectives. He/she develops the ability to compare and utilize brand theories and theoretical frameworks in a practical manner linked to specific branding goals.

Content

Symbolic and cultural meanings of brands
Brand identity, brand image, brand promise, brand equity
Processes and models of brand building
Creating brand strategy and brand management
Measuring the effectiveness of branding
Current trends, megatrends, and practices in branding

Materials

As applicable:
Keller (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson.
Other learning materials indicated on Moodle.

Assessment criteria, excellent (5)

The student is able to describe the contents of brand strategy concepts and elements in a versatile and knowledgeable manner. They can comprehensively evaluate strategic choices made and the resulting outcomes, as well as future prospects for various example companies, comparing different alternatives in practical situations and reflecting on their learning. Their solutions to given tasks demonstrate a diverse understanding of the subject matter.

Assessment criteria, good (3)

The use and utilization of brand strategy concepts are consistent, and structuring of the overall framework is logical. The student can also effectively employ and apply key concepts and elements when analyzing or solving practical case situations and tasks.

Assessment criteria, satisfactory (1)

The student is able to broadly describe the basic concepts and their contents within the subject area. However, their understanding of the overall scope of the subject and the use of concepts is lacking. The student utilizes the necessary concepts to some extent in task solving, but their application of concepts in practical exercises is only partially successful.

Execution methods

Face-to-face teaching

Accomplishment methods

Final assignment 40%
Group work 50%
Active participation in face-to-face teaching, class exercises 10%
The course requires the student to complete 135 hours of work = 5 ECTS credits.