輔仁大學織品服裝學系所
99-1 學年度課程綱要表
Fu Jen Catholic University
2010-2011
Department / Code
(開課單位/單位代碼)
織品服裝學系
組
Course Code
4360-14388
(課程代碼)
x 一年級 x 二年級
大學部 X 碩士班
每週授課堂數
三年級四年級
碩專班
每週實習堂數
授課教師
丁瑞華
教室
Course Name
(課程名稱)
Course Objectives
(課程目標)
TC202
2
別
X 每週 單週 □雙週
時間
Credit
流行品牌管理
週四 5/6
必修
選修
通識
(學分數)2
X
The objectives of this course is to achieve the latest thinking and developments from both
academia and industry of brand development, the exploration of brands, brand equity, and
strategic brand management combines a comprehensive theoretical foundation with
numerous techniques and practical insights for making better day-to-day and long-term
brand decisions—and thus improving the long-term profitability of specific brand
strategies. Finely focused on “how-to” and “why” throughout, provides specific tactical
guidelines for planning, building, measuring, and managing brand equity. Students will
study numerous examples on virtually every topic and over 100 Branding Briefs that
identify successful and unsuccessful brands and explain why they have been so.
Prerequisites
(先修課程)
行銷管理
Course Materials
(課程教材)
Strategic Brand Management 3e Kevin Lane Keller 2008 Prentice Hall
期刊論文
1.Managing Brand Equity, David A. Aaker, 1991, Free Press.
Reference
(參考書目)
2.Building Strong Brand, David A. Aaker, 1996, Free Press.
3.Strategic Brand Management, Jean-Noel Kapferer, 1997, Kogan Page.
4.Brand Leadership, David A Aaker, Erich Joachimsthaler, 2002, Free Press.(品牌領導)
課堂之前測(Pre-test)
課堂中的隨堂測試(Quiz)
Evaluation
(評量方式)
＊可自行增刪項目
期末報告/論文撰述(Team Paper/Theses Writing)
25%
%
課堂參與(Class Participation)
50%
期中考(筆試)(Midterm Test)
%
心得/作業撰寫(Assignment)
25%
課堂後測/期末考(筆試)(Final Test)
%
專題發表(Presentation)
%
學生表現側寫報告(Profile Report)
個案分析報告撰寫(Case Report)
%
%
課堂上實作演練(Role Playing)
專業團體之證照檢定(Certification)
%
%
其他(Others) 例：出席率（討論統一的原則）
%
個別面試或口試(Oral Exam)
Pedagogical Methods
(教學方法)
＊可自行增刪項目
Course Web
(課程網頁)
%
%
授課方式：講課、多媒體、分組報
告、分享討論、考試
點名規定：點名三次未到者以扣考論（不論是
否請假）遲到、早退都會記錄，學期一併扣分
1
9/15
課程介紹
Chap.1 Brand and Brand management
Davies and Chun, ”The Use of Metaphor in the Exploration
2
9/22
of
Brand
Concept,”
(2003),
Journal
of
Marketing
Management, 19, 45-71.
Chap 2 Customer-Based Brand Equity
3
9/29
Case Study : Dockers
Chap 3 Brand positioning and Values
4
10/6
Case study: iPod
5
10/13
IFFTI 研討會
Chap 4 Choosing Brand Elements to Build Brand Equity
Park, F.W, Bernard J. Jarwoski, and Deborah J. MacInnis,
6
10/20
“Strategic Brand Concept-Image Management,” Journal of
Marketing, 50 (October 1986), pp.621-35.
Chap 5 Designing Marketing Program to Build Brand Equity
Aaker, A. David, “ Measuring Brand Equity Across Products
7
10/27
and Markets,” (1996), California Management Review, Vol.
38, No 3,pp.102-120.
Chap 6 Integrating Marketing communication to build brand
Course Outline
(課程大綱進度)
Equity
Case Study : Benetton---Camuffo, Arnaldo, Pietro Romano,
8
11/3
and Andrea Vinelli, ”Back to the Future: Benetton transform
its Global Network, “ MIT Sloan Management Review, Fall
2001, 43, 1.
Chap 7 Leveraging Secondary Brand Knowledge to build
9
11/10
Brand Equity
Case Study: Nike
Chap8 Developing Brand Equity Measurement Management
10
11/17
System
Case study: Red Bull
Chap 9 Measuring Source of Brand Equity
Liu, liu, and Lin (2008),”The competence and constraints of
11
11/24
brand
building
for
contract
manufactures,”
Brand
Management, Vol. 15, No. 6 pp.412-432.
Chap 10 Measuring Outcomes of Brand Equity
Aaker and Joachimsthaler, “The Brand Relationship
12
12/1
Spectrum: The key to the Brand Architecture Challenge,”
California Management Review (2000), Vol 42, No.4
pp.8-23.
Chap 11 Design and Implementing Branding Strategies.
13
12/8
Farquhar, P.H.,Julia Y. Han, and Paul M. Herr, and Yuji Ijiri,
“Strategies for Leveraging Master Brands,” Marketing
Research(Sep, 1992),pp.32-43.
Chap 12: Introducing and naming new products and brand
extensions
14
12/15
Aaker and Keller(1990) “Consumer Evaluations of Brand
Extension”
Journal of Marketing (Jan), Vol 54, pp.27-41
Chap 13: Managing Brand Over Time
Park, Milberg and Lawson (1991), “ Evaluation of Brand
15
12/22
Extensions: The Role of Product Feature Similarity and
Brand Concept Consistency” Journal of Consumer Research,
16
12/29
Vol.18, Sep. pp.185-193
Chap 14: Managing brands over geographic boundaries and
market segments
Kirmani et al(1999)”The ownership effect in consumer
response to brand line stretches,” Journal of Marketing, Jan.
pp.88-101.
Park, Jun and Shocker (1996), “ Composite branding : An
investigation of extension and feedback effect,” Journal of
Marketing Research, Vol. 43, Nov. pp.453-466.
17
1/5
Desai and Keller (2002) “The Effects of Ingredient Branding
Strategies on Host Brand Extendibility”, Journal of
Marketing, Vol.66, pp.73-93.
Monga and John(2007), “Culture differences in brand
extaension evaluation: the influence of analytic versus
holistic thinking,” Journal of consumer research, March
18
1/12
Vol.33. pp.529-536
Monga and John(2010) “ What makes brand elastic the
influence of brand concept and styles of thinking on brand
extension evaluation,” JM May Vol 74, pp.80-92
Name: 丁瑞華
Instructor
(老師資料)
E-mail: liao518@yahoo.com.tw
Phone: 29053644
Office Hour:
Room: TC306A