Brand Strategy Development - M&L894.82
Syllabus v.1
Marty Schwalbe
schwalbe_6@fisher.osu.edu
Course Description
The brand strategy is one of the most critical decisions that a manager makes. A brilliant
strategy drives loyal customer relationships, durable competitive advantage, and
sustainable financial success. The right strategy also energizes the organization, and
guides the brand’s behaviors and social interactions. While analysis is essential,
intellectual creativity is key. Using a combination of case examples, brand strategy
models in use today by leading marketers, and student challenges, we will learn how to
craft powerful brand strategies from insights, intuition and inspiration.
Learning Objectives
1) To achieve a conceptual understanding of “brand” as...
• a relevant and distinctive promise made to the consumer/customer
• a set of requirements to ensure that the organization consistently delivers on its
promise
• a guide for organizational and marketing behaviors
• a strategic business driver and platform for growth
2) To achieve a practical understanding of...
• how brand strategy is created and developed
• the foundational discovery and analysis that is required to inform and inspire the
brand strategy
• effective implementation of the brand strategy
• the impact of the brand on other marketing, sales, service, distribution, and
operational activities
3) To begin to develop critical skills required for the creation of exceptional brand
strategies...
• insightful analysis
• strategic agility
• intellectual creativity
Course Materials
A collection of assigned readings, cases, and classroom presentations will fuel our
learning and catalyze our discussions.
Evaluation
Performance will be assessed via a combination of class participation/contribution;
written assignments and case analysis/arguments; and a concluding brand strategy
project assignment.
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Course Content/Topics of Study
Using a combination of examples and exercises, we will embark on a broad survey of
brands and brand strategy development. Both traditional and evolving perspectives on
brands will be examined, and challenged. The intent is an immersion into the principles
and practices of brand strategy creation, designed for students wishing to dominate in
the area of marketing and managing successful brands.
1)
Defining brand as a strategy: connected to the business strategy ... serving as the
means to an end ... ultimately manifesting as a collaboration with customers,
colleagues and partners
2) Defining the role/purpose of brands: in the company, in the market, in modern
culture, in the consumers’ lives (e.g., Disney - We create happiness; Nike Instilling aspirations)
3) Building brand relationships: shared interests, shared values, shared growth,
sharing the brand
4) The brand strategy: exploring different approaches/models in use today ...
emphasizing that, in the end, development of the brand strategy is a creative
pursuit designed to seize an opportunity in the marketplace
5) Informing the strategy: the discovery/analysis/insights from the company, the
category, the competition, and...
6) Inspiring the strategy: uncovering and leveraging insights from the consumer/
customer
7) Crafting the brand strategy: core elements, clarity of expression, powerful
presentation, making it motivating
8) How brand drives the offering, and brand behaviors (e.g., Disney, Wawa/QT, Mayo
Clinic)
9) How brand drives marketing communications: messaging, media, promotion,
events/experiences, online/social
10) How brands are measured: exploring popular approaches in use today (e.g., Y&R’s
BAV, McCann’s Brand Clout, Brand Gauges)
11) Managing for customer value vs brand value: share-of-customer
Course Format
Given that great brands are a collaboration between company and customer, we will
leverage that same dynamic in this class. While there will be some lectures/
presentations offered, the intent is to explore, together, the creation of great brand
strategies that have the power to move customers, and the business, over time.
Course Project
A brand strategy project will be assigned as a key part of the class experience. Small
groups will work together to develop, and present, a complete brand strategy exercise
following the principles and methods that we have explored in class.
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