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COURSE NAME: "Brand Management"
SEMESTER & YEAR: Spring 2021

INSTRUCTOR: Anna Fiorentino
EMAIL: [email protected]
HOURS: TTH 8:30 AM 9:45 AM
OFFICE HOURS: Upon scheduling requested by students

During the course students will undertake studies on brand assessment, goal setting, defining brand identity and equity, analysis of stakeholders, successful integrated marketing communication strategies, and measurement and strategic brand audit. Students will complete a group project where they choose a brand or create their own and take on the role as brand manage to build, manager and market a brand using successful public relations, communications, and media strategies.


During the course students will undertake studies on Brand Assessment, Brand Vision and Strategy, Brand Equity and Identification of Target Audiences; Crafting a Communication Strategy; Establishing the Communication Strategy; Understand Brand Architecture, Brand Extension and Stretching; Brand Performance Measurement and Strategic Brand Audit.  Teaching methodology includes group projects and case studies where students will focus on building, managing and marketing a brand.



By the end of this course, students will be able to:

1. Gain a deep understanding of brand building and management from both a consumer and company perspective.

2. Assess brand strength, brand architecture and brand extension opportunities and develop brand positioning statements.

3. Construct the mix of marketing tools to successfully build and communicate the brand.

4. Identify the appropriate quantitative and qualitative tools to measure brand performance.



Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Star Brands: A Brand Manager's Guide to Build, Manage & Market BrandsCarolina RogollAllwort Press978-1-62153-463-1     
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
The Brand Report CardKevin Lane Keller Harvard Business Review, January–February 2000    
Strategic Brand ManagementKevin Lane KellerPearson978-0-273-77941-4 4th Edition; available online

Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Interbrand Best Global Brands 2020InterbrandInterbrand  https://interbrand.com/best-brands/
Positioning statement exampleUdemy.comOnline - https://blog.udemy.com/positioning-statement-example   
How to write market positioning statementsEcornellOnline - http://blog.ecornell.com/how-to-write-market-positioning-statements/   
People don't buy products, they buy better versions of themselvesZ. NethercuttOnline - https://medium.com/s/buy-yourself/people-dont-buy-products-they-buy-better-versions-of-themselves-d481390bfcee   
Class participation 10%
Group assignment final term 15%
Group assignment mid-term 15%
Midterm exam 25%
Final Project 35%

AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course. A = 100 - 95 A- = 94- 90
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments. B+= 89- 85 B = 84- 80 B-= 79-75
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings. C+ = 74-70 C = 69-65 C- =64-60
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail. Below 60
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.


Class attendance is highly recommended because the majority of the content of the course is covered in classes. After the first absence, the students will lose 2 percentage points on the total grade, after 3 cumulative absences, the student will be unable to sit in the final exam or complete the final projects. The participation to the group projects and the mid-term exam are mandatory, in case of unexcused absence, the student will lose all the points of the graded exercise.

As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.



****Review/Scan links in lecture before class*****






Week 1

Introductions; Course Syllabus/Overview;

What is a Brand and why is Branding Important?  Insights from the top 100 Best Brands

What it Takes for Companies to Successfully Implement Brand Management

Read Chapters 1 & 2; article "People don't buy brands, they buy better versions of themselves"

Week 2

Team talk on Branding

Core Elements of Strong Brands

The Brand Report Card (BRC)

Continue w/ Ch. 1 & 2

Read The "Brand Report Card"

Week 3

The Brand Report Card – continued

Briefing on BRC Group Assignment

The Brand Management Framework

Continue w Chapter 1

Week 4

Group graded assignment: presentations – Brand Report Card

Brand Assessment and goal Setting

Due: Brand Report Card. Group presentation on BRC

Chapter 4

Week 5

The Brand Resonance Model


Chapter 3 Keller's book

Chapter 6

Week 6

Targeting and Buyer Personas

Brand Architecture and Brand Portfolio

Chapter 6

Chapter 11 Keller's book

Week 7

Brand Extension

Mid-term Exam - written, open-ended questions

Chapter 11 Keller's book

Review of all topics so far

Week 8

Deep dive on Brand extension: case study, team discussions

Case study material will be available on Moodle            

Week 9

 Brand Positioning  

Positioning Statements; briefing on group graded assignment

Pages 79-97 Keller's Book

 Week 10

Brand Communication Strategy

Media Planning

Pages 149-183

Chapter 8

 Week 11


Group graded assignment: Presentation of Brand Positioning Statement

Marketing mix for brand performance

Chapters 9-10             

Week 12

Measuring Brand Performance

 Chapter 12

Week 13

Emerging trends in Brand Management

Case study discussion

Articles and case will be available on Moodle

Week 14

Review day

Final exam