20145 - BRAND MANAGEMENT

L’ottenimento di equity di marca (Brand Equity - BE) richiede un continuo riferimento al consumatore, in ottica Customer Based Brand Equity (CBBE) e che vengano delineati sia i processi di gestione manageriale del brand (Brand Management) con strumenti e tecniche specifiche, sia le principali traiettorie di sviluppo strategico della marca (Brand Strategy).

Le decisioni chiave per la BE partono dalla chiara definizione del posizionamento di marca e dei principali valori ad essa afferenti, unici in grado di raggiungere i cosiddetti knowledge effects di brand awareness e brand image attraverso l’impiego di strumenti e metodi specifici di brand management, integrando coerentemente questi ultimi alle tradizionali leve di marketing.

Inoltre, il brand, rappresentando un importante vettore di crescita, può orientare verso strategie tese a sviluppare il business attuale e/o nuove combinazioni di prodotto/mercato.

Infine, la potenziale espansione del raggio d’azione del brand verso segmenti di mercato e/o settori o industry specifici e/o distanti, richiede che vengano approfondite le logiche manageriali tese a consolidare nel tempo l’equity di marca.

Ultimo tema da affrontare è rappresentato dalle modalità di valutazione del valore della marca attraverso un sistema di misurazione e di gestione della brand equity. Gli ambiti decisionali della marca di natura operativa o strategica vengono analizzati attraverso il ricorso a case study e con la testimonianza di marche/aziende italiane ed europee.

Per i frequentanti

• Assignment di gruppo (50%).
• Esame in forma scritta (50%).

• Esame in forma scritta.

The core topic of the course is the concept of Customer-Based Brand Equity (CBBE), which is analyzed applying the Keller’s model. From a managerial perspective, developing and managing brand equity means building a integrating a series of blocks which include brand knowledge, brand positioning, brand resonance.

The course offers students competences and capabilities to develop the brand knowledge effects using both traditional marketing mix tools and brand specific tools: brand elements and primary and secondary brand associations.

The second part of the course is centered on managing brands over time, and covers topics such as brand extension to new product categories, managing brand portfolios, managing brand hierarchy, developing global brands.

Discussion of real cases and guest speakers expert of branding offer students opportunities to understand how theory can be effectively applied to real business situations.

• We grade students by weighting two exams: an individual written mid-term exam, which covers the first half of the course (sessions 1 through 10), and a second mid-term exam, which covers the second half of the course (sessions 11 through 20). Each part is weighted 50%. Both exams combine multiple choices and some short or case-based open questions. We expect students to know key readings, slides, and notes taken during class discussion.

• 1/30 integrative point of the final grade may come from the participation to research activities or from an individual assignment. Detailed information about the point will be given in class and available on blackboard.

• We grade non-attending students based on an individual written exam, with questions covering the whole Keller et al.’s book. As per attending students, the exam may comprise a mix of multiple choices, open questions, and case-based questions.
• 1/30 integrative point of the final grade may come from the participation to research activities or from an individual assignment. Detailed information about the point will be given in class and available on blackboard.