Course coordinator : Mme Dr Sophie CHANGEUR

Langage : English Nb Hours : 18 Nb ECTS : 4 Coefficient : 1,5

Course Objectives

The course is designed to provide students with an understanding of :
 (1) the strategic importance of branding at a local and international levels in the 2000s,
 (2) the challenges that confront brand managers, and
 (3) the strategies involved in building, defending and leveraging strong brands.

Content

The course is organized in sessions that address the course objectives :
 1. Opening perspectives : from products’ names to brand equity, challenges facing brand management
 2. Building brand equity : from brand identity to brand image and brand strength
 3. Case studies #1 and #2
 4. Managing brand equity : brand architecture, brand portfolio, case study #3
 5. Leveraging brand equity through brand extension,
— Conference on Brand territory and brand equity by Michelle Atlan, Brand Manager Scoth Brite, 3M
 6. Case study #4,
— Conference on Brand equity measures by Helen Zeitoun, CEO, GfK Custom Research
 7. Store brands by Philippe Breton, PhB Consultants
 8. Luxury and Beauty Brands by Michaela Merk, Marketing Manager, Marionnaud
 9. A tool to measure brand strength : The TNS-Sofres Megabrand System, Stanislas Seveno, Directeur Département Média, TNS Sofres

Animation
 Lectures
 Case studies
 Conferences

Evaluation

Case studies (oral presentations) Case studies will be prepared before the class and presented/discussed during the class

Readings
 Aaker D.A. (1996), Building strong brands, The Free Press
 Kapferer J.N. (2004), The new strategic brand management, The Free Press
 Keller K.L. (2007), Strategic Brand Management, 3rd edition, Prentice Hall
 Michel G. (2004), Au cœur de la marque, Dunod

Other Documents