06240113 - Management de la marque / Brand Management
Niveau de diplôme | |
---|---|
Crédits ECTS | 3 |
Volume horaire total | 2E+1 |
Volume horaire CM | 20 |
Responsables
Objectifs
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
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
Contenu
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
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
Bibliographie
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.
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.
Contrôles des connaissances
Individual grade
Case study, 4h
Other grade
Grading during class, oral presentation
Brand diagnosis
Weight: 66%
Case study, 4h
Other grade
Grading during class, oral presentation
Brand diagnosis
Weight: 66%
Informations complémentaires
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.
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.