Brand Management (MWiWi 1.7)

Component 1: Strategic brand management

The brand is the most important intangible value creator in a company. This part of the course initially focuses on the significance and understanding of the brand itself. Then the framework conditions, objectives, strategies and measures as well as the central impact-related basics of brand management are conveyed. After defining the basic brand strategy options and segmenting the target markets, the focus is on deriving the brand identity and positioning the brand. Specific recommendations for action on brand extension are also covered, as are the formation of brand alliances and the management of brand portfolios and brand architectures. The course thus covers all the key aspects of strategic brand management in a clear and compact manner.

Organisation:

Time: Tuesday, 14-18 h (c.t.)

Place: Lecture hall 12 (L.09.28)

Moodle course: https://moodle.uni-wuppertal.de/course/view.php?id=44136

Start: 15.04.2025

The course "Strategic Brand Management" is read as a four-hour block in the first half of the semester.

Component 2: Operational brand management

Building on the findings from the strategic part of brand management, the second part of the lecture focuses on the concrete implementation in the marketing mix. Firstly, branding and brand packaging are dealt with in the context of brand and product design. This is followed by specific recommendations for the successful implementation of brand communication. In addition to the concrete implementation of brand distribution and pricing using behavioural pricing theories, the course concludes with the application of common marketing tools in the area of brand controlling. This is associated with learning a quantifiable and controllable control system to support the planning and realisation of brand-related goals, strategies and measures in order to complete the operational part of brand management.

Organisation:

Time: Tuesday, 14-18 h (c.t.)

Place: Lecture Hall 12 (L.09.28)

The course "Operational Brand Management" will be read as a four-hour block in the second half of the semester.

Component 3: Practice of brand management

In the tutorial, important aspects of the lectures are deepened by means of case studies. Students learn to apply the strategies and techniques taught in the lecture to concrete and current issues from marketing practice. In addition, students gain comprehensive insights into the design and implementation of empirical brand analyses from the perspective of market researchers and test persons by means of various experimental sessions.

Organisation:

Time: Wednesday, 16-20 h (c.t.)

Location: Seminar room M.14.25

Start: 14.05.2025

Mandatory literature

Esch, F.-R. & Esch, D. (2024): Strategie und Technik der Markenführung, 10th ed., Munich: Vahlen.

Esch, F.-R. & Langner, T. (2019). Approaches to capturing and developing brand identity, in: Esch, F.-R. (ed.): Handbuch Markenführung, Wiesbaden: Springer Gabler.

Langner, T. & Esch, F.-R. (2019). Branding as a basis for brand building, in: Esch, F.-R. (ed.): Handbuch Markenführung, Wiesbaden: Springer Gabler.

Langner, T.; Brune, P.; Fischer, A.; Klinke, T. (2019): Managing media convergence: anticipating perception and impact paths of marketing communication, in: Langner, T.; Esch, F.-R.; Bruhn, M. (eds.): Handbuch Techniken der Kommunikation, 2nd ed., Wiesbaden: Springer Gabler.

Langner, T.; Bruns, D.; Fischer, A.; Kühn, J. (2019): Measurement and management of brand love, in: Esch, F.-R. (ed.): Handbuch Markenführung, Wiesbaden: Springer Gabler.

Esch, F.-R. & Langner, T. (2019). Approaches to brand controlling, in: Esch, F.-R. (ed.): Handbuch Markenführung, Wiesbaden: Springer Gabler.

Supplementary literature

Burmann, C.; Halaszovich, T.; Schade, M.; Piehler, R. (2018): Identity-based brand management: basics - strategy - implementation - controlling, 3rd edition, Wiesbaden: Gabler.

Esch, F.-R. (2005): Moderne Markenführung: Grundlagen - Innovative Ansätze - Praktische Umsetzungen, 4th edition, Wiesbaden: Gabler.

Esch, F.-R. (2019): Handbuch Markenführung, 1st edition, Wiesbaden: Gabler.

Esch, F.-R.; Tomczak, T.; Kernstock, J.; Langner, T.; Redler, J. (2019): Corporate Brand Management, 4th ed. Wiesbaden: Gabler.

Keller, K. L. & Swaminathan, V. (2020): Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th edition, London: Pearson.

Kroeber-Riel, W. & Esch, F.-R. (2015): Strategie und Technik der Werbung, 8th edition, Stuttgart: W. Kohlhammer Verlag.

Langner, T.; Esch, F.-R.; Bruhn, M. (2018): Handbuch Techniken der Kommunikation: Grundlagen - Innovative Ansätze - Praktische Umsetzungen, 2nd edition, Wiesbaden: Gabler.

Rossiter, J. R.; Percy, L.; Bergkvist, L. (2018): Marketing Communications: Objectives, Strategy, Tactics, 1st edition, London: SAGE.

Schnell, R.; Hill, P. B.; Esser, E. (2018): Methods of empirical social research, 11th edition, Berlin: De Gruyter Oldenbourg.