COURSE TITLE
:
BRAND COMMUNICATION
(Komunikasi Jenama)
COURSE CODE
:
KOM 5331
CREDIT
:
3(3+0)
TOTAL STUDENT
LEARNING TIME
:
120 hours per semester
PREREQUISTE
:
None
LEARNING
OUTCOMES
:
Students are expected to:
1.
2.
3.
4.
SYNOPSIS
:
analyze the importance of branding to an organization (C6);
adapt strategies that an organisation/marketer might use to
sustain and build brand equity (P6);
understand the issues of brand communications in an
organization (A5);
synthesis ideas and find alternative solutions in the context
of branding (CTPS, EM, CS).
This course focuses on how brands and branding have
increasingly become a focus of any organization in their corporate
communications and marketing activities. Theoretical insights will
be used to critically evaluate current brand campaigns, and to
discuss the role of corporate and marketing communications in
making such campaigns successful.
(Kursus ini memberi fokus kepada bagaimana jenama dan
penjenamaan semakin mendapat tumpuan dalam organisasi
semasa melaksanakan aktiviti komunikasi korporat dan
pemasaran. Kefahaman tentang teori digunakan untuk membuat
penilaian terhadap kempen jenama masa kini di samping
membincangkan peranan komunikasi korporat dan komunikasi
pemasaran dalam menjayakan kempen).
CONTENT OF
LECTURE
:
Total Contact
Hours
1.
--
Introduction to Brand Communication
- Brand communication structure
- Types of brand
- Corporate branding vs Product branding
3
2.
2.
The creation of a great brand
- Steps in brand creation
- Brand value
- Building a strong brand
3
3.
Branding and image building
- Differentiation
- Brand image building
- Strategic image management
- Obstacles in the formation of brand
6
---
4. Brand planning
- Brand planning process
- Brand planning strategies
- Brand positioning model and
brand resonance model
3
5. Brand analysis
- Understanding your brand and organization culture
- What makes a good brand
- Situation analysis
3
6. Brand identity
- Important concept in the brand identity
- The importance of brand identity
- Brand identity structure
3
7. Brand architecture
- Brand architecture structure
- Types of brand architecture
- Prosess in brand architecture
- Evaluation of brand architecture
6
8. Brand value creation in corporate communication
- The critical issue in the development of brand value
- The selection of a new brand name
- Creativity in corporate communication activities
6
9. Case Study: How a comprehensive campaign can
Enhance corporate brand?
- Brand campaign case studies
- Critical issues of branding campaign
- The success factors of branding campaign
- Intergrated brand communications
6
10. Communicating brands in a global context
- Brand globalization
- Benefits of the global image
- Managing brands over time
3
Total
EVALUATION
:
REFERENCES
:
Coursework:
Final Examination:
42
70%
30%
1. Danesi, M. (2006). Brands. London: Routledge.
2. Elliot R. & Larry, P. (2007). Strategic Brand Management.
Oxford: Oxford University Press.
3. Hatch, M.J. & Schultz, M. (2008). Taking Brand Initiative.
San Francisco: Wiley.
4. Kapferer, J.N. (2008). The New Strategic Brand
Management: Creating and Sustaining Brand Equity Long
Term. (4th ed.). London: Kogan Page.
5. Keller, K.L. (2007). Strategic Brand Management. Trenton:
Prentice Hall.