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Brand management
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Course coordinator : Mme Dr Florence Benoit-Moreau
Langage : English Nb Hours : 18 Nb ECTS : 4 Coefficient : 1,5
CVCourse 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. / May 4th / Introduction : from products’ names to brand equity, Brand identity creation
— Real case study briefing – Brand to be determined
2. / May 11th / Brand equity : Definition and measure
— Exercise on brand identity
-3. / May 15th / Building Brand Equity
— Conference on Branding in Sports, Culture & Entertainment business – Julien Bernard, Founder & MD, Nova Consulting
-4. / May 22nd / Managing brand equity : brand architecture and brand extensions
— Conference on Branding in a B2B environment - Elie du Pré de St Maur, Marketing Director, Neopost
-5. / May 29th / Managing brand equity across time and countries : brand revival, portfolio management
— Real case study presentations
-6. / June 12th / Opening perspectives : The new consumer-brand relationships (brand communities, brand and web 2.0)
— Real case study presentations
Animation
Lectures
Case studies
Conferences
Evaluation