International Brand Management (ILV)




 Markus Raunig
Studiengangssemester 3. Semester
Semesterwochenstunden / SWS1,0
ECTS Credits1,0
Unterrichtssprache Englisch

On successful completion of this course, students will:
understand the value of brands in international business
discern the various tangible and intangible elements of a brand
evaluate the effect of contextual differences in different countries on brand management
gain tools to influence brand perception along the customer journey
develop a brand strategy in an international context

The role of the brand in international business
Tangible and intangible elements of a brand
Developing a brand strategy in an international context
Brand architecture
Cultural influences on branding
International brand communication
Measuring and evaluating brand performance
Trademarks and brand protection
International brand management case studies

Douglas, S. P., Craig, C. S., & Nijssen, E. J. (2001). Integrating branding strategy across markets: building international brand architecture. Journal of International Marketing, 9(2), 97-114.

Fan, Y. (2002). The national image of global brands. The Journal of Brand Management, 9(3), 180-192.

Kapferer, J. N. (2012). The New Strategic Brand Management: Advanced Insights & Strategic Thinking. 5th ed. London: KoganPage.

Keller, K. L. (2012). Strategic Brand Management. 4th. ed (Global edition). Harlow: Pearson.

Lecture & discussion, case studies, group work

Case studies (30%)
Contribution to class discussion (10%)
Written exam (60 %)