Upon successful completion of the course, students will be able to:

explain the central role of the brand as an intangible value creator in the business.
describe the concept of brand equity (monetary brand value, non-monetary brand value).
review the different models for the calculation of the monetary brand value (one-step method vs. multistage processes, global models vs. indicator models) and analyse their differences.
explain the principles of building brand architectures.
analyse the brand portfolio of companies and work out suggestions for improvement.
explain the concept of identity-based brand management.
describe the process of brand development and create a brand concept.

Fundamentals of Marketing
Market Research
Marketing Seminar
Public Relations

Brand identity and brand image
Brand architecture and brand portfolio
Brand development process
Tools of brand management
Branding.

Esch, F.-R. (2010): Strategie und Technik der Markenführung, 6. Auflage, München

Meffert, H. /Burmann, Chr./Koers, M. (2005): Markenmanagement. Identitätsorientierte Markenführung und praktische Umsetzung, 2. vollllständig überarbeitete und erweiterte Auflage, Wiesbaden

The course content is developed by alternating presentations of the course conductor and through the development of practical examples and case studies by the students.

Exam 70 %
Case studies 30 %