ACADEMIC LECTURE
QUẢN TRỊ THƯƠNG HIỆU
STRATEGIC BRAND MANAGEMENT
OVERVIEW
L e c t .
N G Ô
B Ì N H
G E N E R A L
O B J E C T I V E S
Preparing an excellent way to
become more comfortable with
higher/further profeesional Brand
management learning
Showing the method s to
design and implement
marketing programs &
activities
to
build,
measure, & manage
brand equity.
5
Brand Plan
Guidelines
2
Application
3
Strategic BM
Approach
Practical
Applications
4
Apply appropriate theories,
concepts and models to
generate effective brand
building process.
Demonstrating how to
grow & sustain brands
over time & geographic
boundaires & market
segments
N H
1
Concepts
B I
Further Learning
6
Applying
the
concepts & ideas
presented to any of
the more detailed
branding strategies &
evaluating a real-life
brand.
N G O
Providing a comprehensive
and up-to-date treatment of
the subjects of brands,
brand equity, & strategic
brand management
L E A R N I N G
O U T C O M E S
Preparing a profound brand
management knowledge to be
potential
brand
builders‟
professionally
Professionals
6
1
Theory
2
Key Knowledge
Practical
Applications
4
Analyzing a given firm‟s past
market programs to build a
particular brand, &
recommendations to the firm
Build long-term
branding strategies for
businesses in accordance
with other courses and
knowledge.
N H
3
Analytic Skils
B I
Grasing the steps to
build a strong brand
according to the brand
resonance model
5
Attitude
Designing, building,
measuring
and
managing a brand
over time and space
N G O
Understanding and
explaining the three
models in brand planning
(BPS, CBBE/BR, BVC).
[6]
Integrating Marketing
Communications to Build BE.
[7]
Leveraging
Secondary Brand Associations
to Build BE.
[8]
Mid-term Test
[3]
Brand Resonance and the
Brand Value Chain
[4]
Choosing Brand Elements to
Build Brand Equity (BE.)
[5]
Designing Marketing
Programs to Build B/E.
Customer-Based Brand Equity
and Brand Positioning
[2]
[1]
Brand & Brand
Management
SBM
[ 13 - 15]
Group‟s Project
Full Report & Presentation
[9]
Developing a BE
Measurement & Management
System
[10]
Capturing Market
Performance
N
G
O
B
I
N
H
[10]
Measuring Sources of BE:
Capturing
Customer Mind-Set
[12]
[11]
Introducing and Naming New
Designing & Implementing
Products and Brand Extensions
Branding Architecture
(self-teaching)
Strategies
[ 9 – 12 ]
Group’s Project
(Partial Presentation)
C O U R S E
S U B J E C T
T I M E T A B L E
C O U R S E
A S S E S S M E N T &
E VA L U AT I O N
• Individual Examination Paper (as Academic
Admin. Faculty’s Requirement)
2
Contribution
[ 10% ]
3
Presentation
[ 15% ]
5
Project
Presentation
[ 15% ]
Assignemnts
[ 10% ]
4
• Individual Excercise
• Mid-term test
(Dailly, Weekly, & etc)
• Chapter’s content Group Presentation
(Weekly pre-assigned & delegated by
lecturer)
N H
• Min. 10 times / Individuals
• Qs/As, Role play
• Commenting, Discussing,
Debating, Proposals & etc
• Full Group Project’s
Proposals & Presentation
(Week 13-15)
B I
1
Participation
[ Regulated]
* Final Exam
[ 50% ]
6
N G O
> 80% Attendance
Weekly checking report
A S S I G N M E N T
& T E S T I N G
F O R M S
Group Work
Written Report (3500 - 5000 words)
Oral Presentation (Week No. 13-15)
3
Full
Group „s Project
1
Quizzes
2
Mid term Test
B I
N H
Individuals,
Closed Book, 90 minutes
01 time/total course
T/F, Matching/ MCQs/ Short Q/As
Case study Solution
N G O
Pair-work,
Open Book,30 minutes
03 times/total course
T/F, Matching Forms
MCQs
T E X T B O O K
& T E A C H I N G
A I D S
Senimar/Workshop/Guest
Speakers or Field trip as delegated
by Academic Admind. Faculty (if
any)
Kapferer, Jean-Noël, “The New
Strategic Brand Management”,
Kogan Page, 2012
Case study & Best
Practice
4
3
Articles
10 Scientific Articles provided by
Lecturer thr. Chapter s‟content
requested (Group work)
07 Mini case study
& 03 Brand Plan Proposal
Sample for references or in
class debate
N H
Aaker, David, “Building Strong
Brands”, Free Press, 1995
2
Readings
5
Software
B I
1
Text Book
Scientific
Seminar
6
Mlearning,
Turnitin
Powerpoint/Excel/Word
SPSS version 20 or over
Others
N G O
Keller, Kevin Lane.,
“Strategic Brand
Management”: 4th Edition,
Pearson, 2013
N G O
B I
N H
THANK YOU
FOR YOUR PARTICIPATION !