06240113 - Management de la marque / Brand Management

Understand how the brand is built and its identity, then how it is perceived by the consumer to give it meaning and manage the brand architecture.

Estimation of private study (outside of contact hours): 10 hours

TARGETED KNOWLEDGE AND SKILLS 

To to carry out a brand diagnosis in order to make strategic and operational decisions allowing the development of the company's brands

COURSE OUTLINE

Chapter 1: The brand concept
I - The components of the brand
II - The role of the brand

Chapter 2: The brand equity
I - The valuation of brands
II - The elements of brand equity
III - Lexicalization brand name

Chapter 3: The brand portfolio
I - The brand architecture
II - brand portfolio management

Chapter 4: Creating and brand protection
I - The brand creation
II - The brand protection

Chapter 5: Extensions and brand alliances
I - brand extensions
II - Alliances brands

PRESCRIBED TEXTS AND PUBLICATIONS

Aaker, D. A. (2009). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Simon and Schuster.
Aaker, D. A. (2012). Building Strong Brands. New York: Simon and Schuster.
Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -

RECOMMENDED TEXTS AND PUBLICATIONS

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41. 
Aaker J.L., (1997), Dimensions of Brand Personnality, Journal of Marketing Research, 34, 3, 347-356.

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3). 

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

Seltène M, Brunel O. (2008), Brand Extension: The Moderating Role of The Category To Which The Extension Belongs To Be Added, Journal of Product and brand Management, Volume 17, 6, Fall/Winter,393‐402.  

Individual grade
Case study, 4h

Other grade
Grading during class, oral presentation
Brand diagnosis

Weight: 66%

NATURE OF MATERIALS

CM + oral presentation + case study

PRE-REQUISITES IN TERMS OF KNOWLEDGE AND SKILLS

Consumer behavior and strategic marketing
Market studies

ADVISED PRIOR READING

Keller K., Fleck N., Fontaine I. (2009), Management stratégique de la marque, 3ème édition, Paris, Pearson Education.
Lewi G. et Lacoeuilhe J. (2007), Branding management, 2ème éd., Paris ; Pearson Education.