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Brand Management (E)
level of course unit
BachelorLearning outcomes of course unit
The students
• Are familiar with the basic strategies and instruments of brand building and brand management.
• Know the psychological and emotional backgrounds of brands.
• Know the approaches to the monetary measurement of brand value.
• Are able to independently develop brand building strategies and evaluate brand management concepts.
• Are familiar with the basic strategies and instruments of brand building and brand management.
• Know the psychological and emotional backgrounds of brands.
• Know the approaches to the monetary measurement of brand value.
• Are able to independently develop brand building strategies and evaluate brand management concepts.
prerequisites and co-requisites
• Marketing (E)
course contents
Part A: Fundamentals of brand management
• Definition of the term brand
• The concept of brand equity (brand value, reputation vs. brand equity)
• Measurement of brand value (measurement of brand equity, brand awareness, brand association, qualitative and quantitative approaches, brand tracking, brand authenticity)
Part B: Brand management & development
• The 8 stages of brand development
• Brand positioning
• Brand name, logo and brand elements
• Brand experience and brand strategies
• The 5 steps of brand stretching
• Co-branding
• The 3 perspectives of brand innovation
• Definition of the term brand
• The concept of brand equity (brand value, reputation vs. brand equity)
• Measurement of brand value (measurement of brand equity, brand awareness, brand association, qualitative and quantitative approaches, brand tracking, brand authenticity)
Part B: Brand management & development
• The 8 stages of brand development
• Brand positioning
• Brand name, logo and brand elements
• Brand experience and brand strategies
• The 5 steps of brand stretching
• Co-branding
• The 3 perspectives of brand innovation
recommended or required reading
Beverland, M. (2018). Brand management: Co-creating meaningful brands. Thousand Oaks, CA: SAGE Publications.
Cloosterman, M., & Hoekstra, L. (2019). Vermögenswert Marke: Mit Brand Management messbar zum Unternehmenserfolg beitragen. Wiesbaden: Springer Verlag.
Esch, F.-R. (2017). Strategie und Technik der Markenführung. München: Vahlen Verlag.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Essex, UK: Pearson.
Kugler, S., von Janda-Eble, H. (2017). Markenmanagement mit System: Wie Sie ihre Marke strukturiert aufbauen und führen. Wiesbaden: Springer Verlag.
Misof, G., & Schwarz, M. (2017). Innovatives Brand Management: Wie Sie Marken in digitalen Zeiten organisieren, führen und optimieren. Wiesbaden: Springer.
Cloosterman, M., & Hoekstra, L. (2019). Vermögenswert Marke: Mit Brand Management messbar zum Unternehmenserfolg beitragen. Wiesbaden: Springer Verlag.
Esch, F.-R. (2017). Strategie und Technik der Markenführung. München: Vahlen Verlag.
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity. Essex, UK: Pearson.
Kugler, S., von Janda-Eble, H. (2017). Markenmanagement mit System: Wie Sie ihre Marke strukturiert aufbauen und führen. Wiesbaden: Springer Verlag.
Misof, G., & Schwarz, M. (2017). Innovatives Brand Management: Wie Sie Marken in digitalen Zeiten organisieren, führen und optimieren. Wiesbaden: Springer.
assessment methods and criteria
• Final exam and
• Quiz
• Quiz
language of instruction
Englishnumber of ECTS credits allocated
1eLearning quota in percent
50course-hours-per-week (chw)
1planned learning activities and teaching methods
50 % of the event is covered by eLearning. A combination between online phases (inductive method for the independent acquisition of knowledge and the practice of tasks) and presence phases (deductive method, in which assistance is given in the learning process and knowledge is imparted via frontal lectures) is used.
