MKTG 421 SEC 002
BRAND MANAGEMENT
FALL 2009
MON: 5.30-8.00 PM
Place: Hurst 208
Instructor: Dr. Sanal Mazvancheryl
Office: Kogod 28
E-mail: sanal@american.edu
Phone:(202) 885-1885
Office Hours: Office Hours:
MON, WED: 12 AM-2 PM, THU: 4-6 PM
If you need to meet with me outside of my office hours, you can make
arrangements by phone or via email. As a general rule, E-mail is the most reliable method
of reaching me and you should expect a reply with 48 hours. Feel free to e-mail or to meet
me as often as you need to discuss any questions or issues (individually or in groups).
Textbooks and reading Materials
1.
Required Textbook: NONE
2.
Required Course pack
A required digital course pack that consists of articles and cases has been made
available to you through Xanedu at
http://www.xanedu.com/login.shtml?PackId= 311118
See Appendix II of this syllabus for a description of articles in the course pack.
3.
Course Website: Please check the course Blackboard website frequently for lecture
notes, updated postings and all course-related communications. However, these outline notes are
not a substitute for attending classes but a useful additional learning aide. I will also post all
important announcements on Blackboard. “Green Alert”: When you print the lecture
notes, do them in handout format (3, 4 or 6 per page as you wish) and not as individual
slides. This will save a lot of expenses; and a few trees.
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COURSE OBJECTIVES
This course examines the broad topic of brand management and brand equity. The focus
will be on exploring and understanding the importance of brands, what brands mean to
consumers, and how they should be managed. Most well-managed firms have realized that one
of their most valuable assets is the brand name associated with their products or services. Despite
this recognition, not enough attention has been paid to this subject. Too often marketing
decisions regarding product policy, pricing, advertising or distribution are made in isolation
without taking into account their impact on brand value and its’ equity. In this course, we will
examine marketing strategy from a branding perspective, and address the most important issues
involved in building strong brands and in maximizing the value of existing (mature) as well as
new brands.
This course addresses some important branding decisions faced by organizations. The
basic objectives of this course are to: 1) understand key principles involved in planning and
evaluating brand strategies; 2) expose students to useful concepts and other tools to make
better branding decisions; and 3) develop applications of these principles using cases and
other real-life examples.
WHY TAKE BRAND MANAGEMENT?
This course seeks to improve student’s marketing skills and understanding of specific
marketing topics, as well as how various aspects of marketing fit together from a brand
management perspective. Hence, the course is organized around the brand management decisions
necessary to build, measure, and manage brand equity. There will be a required brand audit
group project in which student groups will conduct an in-depth examination of a brand of their
choice. The class sessions will examine specific marketing topics related to building, measuring,
and managing brand equity and will use both lectures and case discussions. Weekly readings will
include cases, articles and any other selected readings assigned to you. The following topics will
be covered:
1. A framework for understanding when and why consumers care about brands.
We will draw on consumer psychology to understand how consumers perceive, evaluate, and
respond to brands. This will help us understand why branding creates value, both for the
consumer and for the firm.
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2. Tools for measuring brand value and brand equity. We will review the most
important techniques and methods that brand managers can use to measure brand equity itself,
the factors creating brand equity (brand awareness, recall and brand image), and the
financial consequences of brand equity (brand value).
3. A step-by-step approach to building strong brands. We will address the strategies
and tactics involved in building brand equity. We will study the concept of brand identity and
study how a brand’s identity can be decoded to provide guidance for communication with
creative teams. We will also examine how brand elements (like name, logo), of the marketing
mix, and of secondary associations (e.g., celebrity endorsers, country of origin) can be integrated
to create a memorable and meaningful brand identity.
4. Strategies for maximizing the value of existing brands. We will study strategies for
product line mix and merchandising decisions, brand extension decisions (corporate & umbrella
brands), and global branding strategies including branding strategies for emerging markets.
WHO SHOULD TAKE BRAND MANAGEMENT?
This course is designed to help students planning to work in pretty much any a branded
industry learn the tools and rules of brand marketing. It will prove a very useful course for
students interested in a career as a brand /marketing manager, in advertising, PR or as a
marketing consultant.
COURSE FORMAT
We will use a combination of class lectures, case discussions, readings & exercises,
subject videos and Guest Lectures in this class. Harvard Business School (and other) cases and
descriptions of actual marketing problems will be presented to students, and students will act as
brand managers in analyzing the evidence presented and in developing solutions. Therefore, one
of my classroom objectives is to facilitate discussions that bring out pertinent issues and to better
frame the analyses of these issues.
The classroom environment will be very interactive, so prepare to get involved.
Students come from a variety of backgrounds with a large and diverse knowledge base as well as
experience base. Therefore I hope that each and every one of you will contribute to the learning
process.
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HOW WILL I BE EVALUATED?
Grades will be based on a Group Project (Brand Audit: consisting of a 3 deliverables: a
progress report, final paper and in-class presentation), Case write-ups and Class
Participation.
Item
% of Grade
Brand Audit (Progress Report)
10%
Due on Mon Oct 26th
Brand Audit (Final Report)
20%
Due on Mon Dec 7th in my office
Group Presentations
20%
Case Write ups (4 x 10= 40)
40 %
In-class presentations based on Brand Audit
due last class session, Mon Nov 30th
4 Individual case write ups
Class participation
10%
TOTAL
Comments
Based on in-Class Participation, not merely
attendance
100%
Important note: - Course Grade will be assigned on the basis of a grade curve based on
a normal distribution. I also reserve the right to administer pop-quizzes through the
semester if need be (to encourage regular attendance for example).
1.
GROUP PROJECT - BRAND AUDIT (50%)
An important part of this course is the brand audit project, which will be done as a group
project. Student groups will conduct an in-depth examination of a major brand of their choosing.
Students will form teams of their own choosing (4 to 5 students per team) to work on this project.
Your assignment is to select a brand that you are interested in and conduct a brand audit. Every
team must study a different brand, and brands are assigned on a "first come, first serve" basis.
Once you have formed your groups, send me e-mail with the name of your brand and team
members, and I will confirm whether or not the brand is available. You will need to provide me
with the name of the brand that you have chosen by the second class session (Mon Aug. 31)
The idea behind the brand audit is to have students conduct an in-depth examination of a
major brand to assess its sources of brand equity and suggest ways to improve and leverage its
brand equity. Brand audits are made up of (i) brand ‘exploratories’ (in-depth consumer
profiles) and (ii) brand ‘inventories’ (comprehensive summaries of a firm’s branding program).
To assess sources of brand equity, it is necessary to profile consumer’s brand knowledge
structures. A variety of sources of information can be used to assemble this profile. You can
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consult trade magazines and business publications, conduct your own survey, or consult with
company sources. After developing a detailed and accurate profile of brand knowledge in terms
of brand awareness and image, your next task is to provide recommendations concerning how
best the brand should be managed: How can brand equity be built and how can it be
effectively leveraged into new product categories or countries to maximize profits? To answer
this question, you should critically analyze current marketing programs and make suggestions for
new marketing programs. Students will summarize their findings in a written report and an inclass presentation.
The formal requirements for the brand audit project are
(1)
A Progress Report (due Oct 26th)
The progress report will contain a brand’s
‘exploratories’ (in-depth profiles of the brand’s awareness, image, equity, brand’s value
etc) and brand ‘inventories’ (comprehensive summaries of a firm’s branding program).
(2)
A Final Report (Due Dec 7th). The Final report will include the progress report and a
maximum of three recommendations on how to improve the brand on the studied
dimensions.
(3)
An in-class presentation (on Nov 30th). Each group will also have to present their work
during the last class session. Presentations will be about 15 min. in length and will be
judged on both style and content. An electronic as well as a hard copy of the
presentation are due on the day of presentations.
Examples of past projects of this type have included: Brand audit of Starbucks,
Comparing the soccer clubs Arsenal vs. Manchester United, brand valuation of tennis player
Anna Kournikova, brand audit of Smirnoff, Bulgari. More information on the brand audit report
is provided in the “Note on measuring brand awareness, image, equity and value” included in
the course pack. Some Previous brand Audit projects will be made available to you for reference.
Important Note on the Group Project:
1. Project Team grades may be adjusted upwards or downwards for each student within the
group to reflect his/her individual contribution to the team. This is to ensure that every member
does his/her fair share of the group project. The group score and your individual score will be
combined to determine your individual performance in the project. (See Appendix III for a
Sample Peer Evaluation form; your filled out form will be the basis of my grading). If you have
any questions about this, please do not hesitate to ask me for clarifications.
2. Further details for submissions for each part of the project will be posted on BB soon.
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2. CASE WRITE UPS (4 X 10= 40%)
We will be discussing several cases in this course as outlined in the Syllabus – Appendix 1. You
should be well prepared to participate actively in class discussions for each of these cases. Unless you
prepare adequately for the case discussions you will not gain much from the cases.
In addition, you
are required to submit individual case write-ups on 4 of the cases (Snapple, Russian Standard
Vodka, Diesel Jeans and Unilever in Brazil) at the start of the respective class sessions during which
they are to be discussed. These case write-ups must not exceed 2 typewritten pages (plus appendices
where appropriate). I will provide you with specific questions for each of the cases.
3. CLASS PARTICIPATION (10%)
As a lot of the learning for this course will happen in the classroom, attendance is
required. If you miss a class for some unavoidable reason (like health or other emergencies or for
a religious observance), it is your responsibility to find out about any announcements regarding
the course made that day and to get notes for the missed class from another student and learn the
material.
In addition to attendance, you will also be graded on class participation which involves
not mere attendance but an active listening and especially contributing to the class lectures.
Class Participation score is based on participation and contribution (attend class regularly, be on
time, and show initiative in the discussion). Discussions with other students should be balanced,
respectful, thorough and constructive. Note that students who only “show up” but do not
contribute should not expect even an average score on CP.
A few things I wish to emphasize about in-class participation: - A good comment is one that is relevant to the discussion and increases everyone’s
understanding of the issues involved.
- The best contributions reflect good listening. They take into consideration ideas offered
earlier on in the class rather than being isolated and disjointed.
- Good class participation shows evidence of thorough reading and understanding of the
material.
- Be willing to interact with other class members and the instructor by asking questions or
challenging conclusions that we may have reached. But remember to always do so in a
professional manner.
- Quality of the comments counts more than the just quantity.
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Guest Lectures
As indicated in the class syllabus, I have arranged for Guest lectures where expert
professionals from corporations come and talk to the class on an area of marketing. I have found
that this helps students immensely and they benefit from an understanding of 'real-world'
applications of concepts that they learn in class. Attendance at the guest lectures is required, of
course. The Guest Lecture dates are tentative and I shall keep you informed of any changes.
COURSE CONDUCT
1. Students are expected to read the assigned material prior to class and thus be fully
prepared to participate in all class discussions including cases.
2. Students are responsible for completing assignments, obtaining notes and any handouts,
and keeping themselves informed of any announcements made in class.
3. Unacceptable class conduct includes late arrivals, uninformed early departures,
sleeping in class, reading extraneous material in class and initiating and
participating in sidebar discussions.
4. All Assignments are due in class at the beginning of class hours on the dates indicated on
the syllabus. Late assignments, handwritten assignments and e-mailed assignments
will not be accepted and will be given ZERO points.
5. All cell phones, PDAs and other devices should be in off or quiet position during class
times.
Statement on Academic Integrity:
Academic integrity is paramount in higher education and essential to effective
teaching and learning. As a professional school, the Kogod School of Business is
committed to preparing our students and graduates to value the notion of integrity.
In fact, no issue at American University is more serious or addressed with greater
severity than a breach of academic integrity.
Standards of academic conduct are governed by the University’s Academic
Integrity Code. By enrolling in the School and registering for this course, you
acknowledge your familiarity with the Code and pledge to abide by it. All suspected
violations of the Code will be immediately referred to the Office of the Dean.
Disciplinary action, including failure for the course, suspension, or dismissal, may
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result. Additional information about the Code (i.e. acceptable forms of collaboration,
definitions of plagiarism, use of sources including the Internet, and the adjudication
process) can be found in a number of places including the University’s Academic
Regulations, Student Handbook, and website at
http://www.american.edu/academics/integrity. If you have any questions about
academic integrity or standards of conduct in this course, please discuss them with
your instructor.
Academic Support Services
If you experience difficulty in this course for any reason, please don’t hesitate to
consult with me. In addition to the resources of the department, a wide range of
services is available to support you in your efforts to meet the course requirements.
Academic Support Center (x3360, MGC 243) offers study skills workshops,
individual instruction, tutor referrals, and services for students with learning
disabilities. Writing support is available in the ASC Writing Lab or in the Writing
Center, Battelle 228.
Counseling Center (x3500, MGC 214) offers counseling and consultations regarding
personal concerns, self-help information, and connections to off-campus mental
health resources.
Disability Support Services (x3315, MGC 206) offers technical and practical
support and assistance with accommodations for students with physical, medical, or
psychological disabilities.
If you qualify for accommodations because of a disability, please notify me in a
timely manner with a letter from the Academic Support Center or Disability
Support Services so that we can make arrangements to address your needs.
Pandemic Planning
In the event of a declared pandemic (influenza or other communicable disease),
American University will implement a plan for meeting the needs of all members of
the university community. Should the university be required to close for a period of
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time, we are committed to ensuring that all aspects of our educational programs will
be delivered to our students. These may include altering and extending the duration of
the traditional term schedule to complete essential instruction in the traditional format
and/or use of distance instructional methods. Specific strategies will vary from class
to class, depending on the format of the course and the timing of the emergency.
Faculty will communicate class-specific information to students via AU e-mail and
Blackboard, while students must inform their faculty immediately of any absence due
to illness. Students are responsible for checking their AU e-mail regularly and
keeping themselves informed of emergencies.
In the event of a declared pandemic
or other emergency, students should refer to the AU Web site (www. prepared.
american.edu) and the AU information line at (202) 885-1100 for general universitywide information, as well as contact their faculty and/or respective dean’s office for
course and school/ college-specific information.
Bio Sheet: Please fill out and submit to me the bio sheet – found on BB- with a photograph
attached (a hard copy is required) ASAP. This bio sheet is used: (a) to learn a little about you and
incorporate examples that are of interest to the class; and (b) to keep track of class participation.
Finally
Remember that the main reason you are in this program and this class is to learn stuff.
This means things that will be useful to you in finding jobs and having great careers; at the same
time you should try and HAVE FUN while you are doing so.☺
☺
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Appendix I
Class Schedule and Topics
Session
Topics Covered
Cases / Articles
Assignments
I. A FRAMEWORK FOR UNDERSTANDING THE VALUE OF BRANDING
1. Aug 24
Course Organization; Overview of the Course
Syllabus
2. Aug 31
The importance of Branding
• Branding: Differentiation that
Customers Value
Bio-sheet due;
Teams & Brand choice due
II. TOOLS FOR MEASURING OF BRAND VALUE AND BRAND EQUITY
3. Sept 14
Measuring Brand Equity: Techniques &Methods
• Note on Brand Audit
4. Sept 21
Measuring Brand Equity: Applications
Case: Tata Tea (A)
III. CREATING BRAND EQUITY: BUILDING STRONG BRANDS
5. Sept 28
Creating a strong and unique Brand identity
Case: Snapple
Case Write up
• Brands and Branding
• What Is an Iconic Brand?
6. Oct 5
Building Brands without using Mass Media
7. Oct 12
Branding a Commodity
Case: Red Bull
• Building Brands without
Mass Media
Case: Got Milk?
(I will hand this case in class)
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8. Oct 19
Global Brand Expansion: Building brands across
countries
Case: Russian Standard Vodka;
Case Write up
• The lure of global branding
• How Global Brands Compete
IV. SUSTAINING BRAND EQUITY: MANAGING EXISTING MATURE BRANDS
9. Oct 26
Understanding Brand Personality
10. Nov 2
Introducing and Naming Brand Extensions
Progress Report: Brand Audit
Case: Diesel Jeans
Case Write up
• Logic of Product Line extensions
• How Not to Extend Your Luxury
Brand
11. Nov 9
Guest Lecture (To be announced)
12. Nov 16
Branding Strategies in Emerging Markets
Case: Unilever in Brazil
•
13. Nov 23
Case Write up
Strategies Fit Emerging
Markets
Guest Lecture (To be announced)
V. STUDENT PRESENTATIONS AND REPORT
14. Nov 30
Dec 7th
GROUP PRESENTATIONS (Brand Audit)
PowerPoint presentation
(hard copy and e-copy)
Final Report: due by 5 PM in my office (Kogod 28)
Final Report (Hard copy)
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Appendix II
(Course pack)
Cases
1. Tata Tea Limited INSEAD Case (2003).
2. Snapple HBS Case (2001).
3. Red Bull Darden Business Publishing case (2002)
4. Russian Standard Vodka: Strategies for Global Branding and Expansion into the US
Market INSEAD Case (2002).
5. Diesel for Successful Living: Branding Strategies for an Up-market Line Extension in
the Fashion Industry INSEAD Case (2004).
6. Unilever in Brazil INSEAD Case (2004).
Articles
1. Branding: Differentiation that Customers Value (2005). Harvard Business School
Press, Case No. 2602BC.
2. Note on Brand Audit: How to Measure Brand Awareness, Brand Image, Brand Equity
and Brand Value (2004). INSEAD Note Pierre Chandon Product No. 504-020-6.
3. Brands and Branding (2002) . Douglas B Holt, Harvard Business School Publishing,
Case No. 9-503-045.
4. What Is an Iconic Brand? (2004) Douglas B. Holt, Harvard Business School Press,
Case No. 4827BC.
5. Building Brands Without Mass Media. Joachimsthaler, Erich; Aaker, David A. Harvard
Business Review, Case No. 97107. (1997) Harvard Business School Publishing
6. The lure of global branding (1999) David Aaker and Erich Joachimsthaler Harvard
Business Review 77 (6) 137-144.
7. How Global Brands Compete. Douglas B. Holt, and John A Quelch, Harvard Business
Review, Case No. R0409D. Published 09/01/2004.
8. Brand Personality: How to Build a Unique Brand. Mike Moser. Harvard Business
School Press Case No. 8281BC. Published 02/13/2003.
9. The Logic of Product-Line Extensions. Harvard Business Review, Case No. 94607.
Published 11/01/1994.
10. How Not to Extend Your Luxury Brand (2005). Reddy, Mergen and Nic
Terblanche. Harvard Business Review, Case No. F0512C.
11. Strategies That Fit Emerging Markets.(2005) Tarun Khanna, Palepu, Krishna G and
Jayant Sinha, Harvard Business Review, Case No. R0506C.
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Appendix III
Peer Review Form (SAMPLE ONLY; DO NOT USE)
Your Name: _______________________________
Project Name: ______________________________
In the Table below, please allocate a Total of 100 points among all the group members (including
yourself) for your Project. The sum total of the points allocated to all the group members should add
up to 100 points.
Allocate the points on the basis of efforts as well as quality of output. This will be used to adjust
the group project points upward or downwards, if appropriate. This feedback will be one factor to reward
those students who have done significantly more than their fair share of the project. Conversely, it will also
be used to determine if any students have not done their fair share of the group project and if any
adjustment in their project points is required. I cannot assign you a grade till I have received your form.
Group Members Names
Group member
points
Yourself
Total Points
100
If needed, Please use the Box below to explain your ratings:
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