Global Brand Management (WP)*

2. Study cycle, Master

The students: • know how important it is to build and develop a brand over time. • know about the power of a brand and the role it plays in the purchase decision. • can analyze brands for their differentiation from the competition in the market, uncover weaknesses and make constructive suggestions for improvements. • are able to design strategic measures such as brand extensions and transfers of an existing brand. • know the special features of global brands.

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• Definition and delimitation of the term brand • Positioning as proof of the significance and strength of the brand in the competitive environment • Growth and maintenance of a brand • Strategic measures (brand expansion, brand wear, brand rejuvenation), even in a demanding market environment (e.g. in saturated markets) • Influence of the brand on the consumer's buying decision

• Finch, Jon; Kapferer, Jean-Noel: The New Strategic Brand Management – advanced Insights and Strategic Thinking. Kogan Page (latest edition) • Miller, Donald: Building A Story Brand – Clarify Your Message So Customers Will Listen. Thomas Nelson Publishers (latest edition) • Minsky, Laurence; Geva, Ivan: Global Brand Management: A Guide to Developing, Building & Managing an International Brand. Kogan Page (latest edition) • 1-2 current journal articles (e.g. American Marketing Journal, Marketing Review St. Gallen)

Online tasks, exam

English

3

15

2.0

Blended Learning

1

Prof. (FH) Dr. Peter Dietrich

12.MV.SIM.1.3

integrated lecture

Compulsory

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