Analysis of Brand Management Strategies(SİY 661)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| SİY 661 | Analysis of Brand Management Strategies | 1 | 2 | 0 | 0 | 2 | 4 |
| Prerequisites | |
| Admission Requirements |
| Language of Instruction | Turkish |
| Course Type | Elective |
| Course Level | Masters Degree |
| Course Instructor(s) | Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email) |
| Assistant | |
| Objective |
Brand, branding and brand equity concepts will be defined and strategies of high equity brands will be explained and examples will be given brand managements key concepts such as brand loyalty, familiarity, associations and perceived quality will be explained in detail and their interrelation and interaction will be given with supporting examples, strategic analysis and its components needed for the success of a brand will be defined; basic concepts such as product, corporation, personality and symbol will defined and explained in accordance within brand identity strategies of brand stretching / extension will be explained and specific cases will be given and analysed. |
| Content |
Week 1. Brand, branding and brand equity concepts Week 2. Key concepts constituting brand equity Week 3. Brand loyalty and familiarity Week 4. Importance of quality and perceived quality for brands Week 5. Brand associations Week 6. Name, symbol and slogan and their relation with brand association Week 7. Mid-term exam Week 8.Strategic brand analysis: Customer, competition and internal analysis. Week 9. Cases for strategic brand analysis. Week 10. Key concepts constituting brand identity Week 11. Brand as product and corporation Week 12.Brand as person and symbol Week 13. Brand stretching/extension decisions Week 14. Brand stretching/extension strategies |
| Course Learning Outcomes |
At the end of this course the participant will be able to: -Define brand, branding and brand equity concepts and their interrelation with each other and explain the importance of brand management for companies and preconditions necessary for brand management. -Define the basic concepts of strategic brand analysis and explain the importance of this analysis for brand management. -Define the brand identity components prerequisite for high brand equity and explain the relationship of each with brand. -Explain strategically importance of brand stretching/ extension for brand management. |
| Teaching and Learning Methods | Case analysis, PPT presentations |
| References |
Kapferer, N.J., The New Strategic Brand Management Keller, K.L., Strategic Brand Management David, A.A. (1996). Building Strong Brands, New York: The Free Press. David, A.A. (1991). Managing Brand Equity, New York: The Free Press. Haig, M. (2006). Brand Royalty, London: Kogan Page Limited. Related academic articles |
Theory Topics
| Week | Weekly Contents |
|---|---|
| 1 | Week 1. Brand, branding and brand equity concepts |
| 2 | Week 2. Key concepts constituting brand equity |
| 3 | Week 3. Brand loyalty and familiarity |
| 4 | Week 4. Importance of quality and perceived quality for brands |
| 5 | Week 5. Brand associations |
| 6 | Week 6. Name, symbol and slogan and their relation with brand association |
| 7 | Week 7. Mid-term exam |
| 8 | Week 8.Strategic brand analysis: Customer, competition and internal analysis. |
| 9 | Week 9. Cases for strategic brand analysis. |
| 10 | Week 10. Key concepts constituting brand identity |
| 11 | Week 11. Brand as product and corporation |
| 12 | Week 12.Brand as person and symbol |
| 13 | Week 13. Brand stretching/extension decisions |
| 14 | Week 14. Brand stretching/extension strategies |
Practice Topics
| Week | Weekly Contents |
|---|
Contribution to Overall Grade
| Number | Contribution | |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Toplam | 2 | 100 |
In-Term Studies
| Number | Contribution | |
|---|---|---|
| Assignments | 0 | 0 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 1 | 40 |
| Project | 0 | 0 |
| Laboratory | 0 | 0 |
| Other Applications | 0 | 0 |
| Quiz | 0 | 0 |
| Term Paper/ Project | 0 | 0 |
| Portfolio Study | 0 | 0 |
| Reports | 0 | 0 |
| Learning Diary | 0 | 0 |
| Thesis/ Project | 0 | 0 |
| Seminar | 0 | 0 |
| Other | 0 | 0 |
| Toplam | 1 | 40 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Acknowledge strategic thinking and analytical skills required to solve communication problems. | X | ||||
| 2 | Design, implement and manage specific projects in the field of strategic communication. | X | ||||
| 3 | Acknowldge new communication technologies, crisis and risk communication management, persuasion, efficiency in intercultural communication etc. | X | ||||
| 4 | Implements and promotes the professional code of ethics. | X | ||||
| 5 | Realise the correlations between culture, communication and modifications of the organisations. | X | ||||
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Total Workload | 0 | ||
| Total Workload / 25 | 0.00 | ||
| Credits ECTS | 0 | ||