Content
- Introduction to Branding
- The concept of brand equity
- Strategic brand management process
- Emotion and Brands
- Symbolic meaning of brands
- Cultural meaning systems and brands
- Ethical perspectives related to branding
Learning objectives
The student understands the concept of brand equity and key topics related to strategic brand management. The student recognizes the tools needed for brand development and the importance of successful branding as means to add customer value and provide protection against competition. The student develops critical thinking related to branding, understands ethical issues related to branding and acquires collaborative team and group working skills.
Prerequisites
Marketing or equivalent studies
Teaching methods
Weekly lectures on campus
Group assignments during lectures
Individual and group assignments in between lectures
Individual book review
Visiting lecturers from companies
Learning material and recommended literature
Lecture notes by the lecturer
Possible additional articles assigned by the lecturer
One book on branding (book list provided by the lecturer, books available via Metropolia’s library)
Evaluation criteria
Weekly lectures on campus
Group assignments during lectures
Individual and group assignments in between lectures
Individual book review
Visiting lecturers from companies - points from reports from the visits
Additional bonus points from active participation in the lectures
