After successfully completing the module, students know:

• the architectural dimensions of brand ecosystems (company, products, customers),
• the architectural dimensions of business ecosystems (management, core competencies, value),
• how brand and business architecture are connected and with what elements these connections can be shaped,
• the rules of value and value propositions, and
• defensive strategies for brand architecture.

• design and shape brand architectures,
• discuss and influence relationships between brand and business architectures,
• audit and frame value propositions,
• strategically design value through the dimensions of the brand architecture,
• analyze a brand's architecture for strengths and weaknesses, opportunities and threats, and
• build an ecosystem of value that outmaneuvers competitors.

• use disruptive, strategic, and architectural thinking to confidently manage and steer higher-level brand challenges and
• competitively shape the structural and architectural elements of brand in the context of customers.

none

• Vitruvian principles of architecture and their analogies to brand
• The dimensions of brand and business architecture
• Elements of value creation
• Value proposition design
• Rules of value
• Defensive strategies for brand architectures

Martin, R. (2022): A New Way to Think: Your Guide to Superior Management Effectiveness. Harvard Business Press.
Neumeier, M. (2018): Scramble: How agile strategy can build epic brands in record time. Level C Media.
Neumeier, M. (2013): Metaskills: Five Talents for the Future of Work. Level C Media.
Osterwalder, A., Pigneur, Y., Bernarda, G. & Smith, A. (2014): Value Proposition Design: How to Create Products and Services Customers Want. Wiley.
Osterwalder, A. & Pigneur, Y. (2010): Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. Wiley.
Stickdorn, M., Hormess, M., Lawrence, A. & Schneider, J. (2017): This is Service Design Doing: Applying Service Design Thinking in the Real World. O'Reilly Media.

Lecture, discussion, self study and group work, case studies

Integrated module examination
Immanent examination character:
case studies