DATE
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Topics
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Assignments
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Lecture 1 - Monday, May 25
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Introductions; Course Syllabus/Overview;
What is a Brand? Insights from 2019’s 100 Best Brands
What it Takes for Companies to Successfully Implement Brand Management
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Read Chapters 1 & 2
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Lecture 2 - Tuesday, May 26
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Why is Branding Important?
Core Elements of Strong Brands - The Brand Report Card (BRC)
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Continue w/ Ch. 1 & 2
Read The Brand Report Card
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Lecture 3 – Wednesday, May 27
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The Brand Report Card – continued
Briefing on BRC Group Assignment
Brand and Market Assessment; SWOT Analysis
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Read Chapter 3
Assignment - Identify 4 brands you believe match at least 7 attributes in BRC
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Lecture 4 – Thursday, May 28
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Creating a Brand Vision
Defining the Brand Strategy
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Chapter 4
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Lecture 5 -Friday, May 29
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Brand Equity
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Chapter 5
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Lecture 6 -Monday, June 1
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Group assignment: presentations – Brand Report Card
Brand Equity cont’d
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Due: Brand Report Card. Group presentation on BRC
Chapter 5
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Lecture 7 -Wednesday, June 3
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Identifying Target Segments for a Brand
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Chapter 6
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Lecture 8 – Thursday, June 4
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Targeting and buyer personas
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Chapter 7
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Lecture 9 -Monday, June 8
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Brand architecture and brand portfolio
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Chapter 11 Keller's book
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Lecture 10 – Tuesday, June 9
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Brand Extension
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Cont Chapter 11 Keller's book
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Lecture 11 -Wednesday, June 10
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Chapters 1-8; readings
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Lecture 12 -Thursday, June 11
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Case study analysis and discussion: Longchamp
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Case material will be distributed in advance
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Lecture 13 -
Monday, June 15
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Brand Positioning and Positioning Statements
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Pages 79-97 Keller's Book
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Lecture 14 -Tuesday, June 16
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Brand Communication Strategy
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Pages 149-183 Star Brand Book
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Lecture 15 -Wednesday, June 17
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Media Planning; role of social media
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Chapter 8
Link: Branding In The Age Of Social media
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Lecture 16 -Thursday, June 18
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Marketing mix for brand performance
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Chapters 9-10 Star Brands book
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Lecture 17 -Monday, June 22
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Group Presentation of Brand Positioning Statement assignment
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Due: Brand positioning statement
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Lecture 18 -Tuesday, June 24
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Measuring brand performance
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Chapters 11-12 Star Brands book
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Lecture 19 – Wednesday, June 24
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Emerging trends in brand management
Case exercise
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Readings on cases
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Lecture 20 -Thursday, June 25
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Review Day
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Students to submit questions; discussion
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Lecture 21 -Friday, June 26
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Final exam
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All materials since mid-term
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