Brand Management

Content

Objective

The objective of this course is to analyze the brand management process which enclose what is brand, forming brand identity, brand personality, brand image, offering the brand to target customers, creating brand loyalty, determining brand value, brand positioning and to evaluate this process with local, national and international case studies.

Course Content

Week 1. What is brand and related notions

Week 2. Brand management process

Week 3. Brand identity, brand personality, brand image

Week 4. Brand architecture, brand alliance

Week 5. Brand culture and brand promise

Week 6. Midterm exam

Week 7. Brand positioning strategies

Week 8. Branding strategies

Week 9. Brand loyalty

Week 10. Brand’s corporate associations in brand management

Week 11. Invitation of a specialist

Week 12. Invitation of a specialist

Week 13. Invitation of a specialist

Week 14. Invitation of a specialist

Course Learning Outcomes

At the end of this course, the student will be able;

1. To define what is brand and related notions

2. To evaluate brand management process

3. To define what are brand identity, brand personality, brand image and to compare them

4. To notice the importance of brand positioning with real case studies

5. To evaluate the important brand’s corporate associations in brand management

6. To plan branding strategies suitable for target customers and target market

7. To define what is brand loyalty and how to develop a strong loyalt strategy

8. To evaluate the importance of being social responsibility oriented brand, being local and/or international and the subliminal quality

Teaching and Learning Methods

To learn the basic theories of brand management by analyzing examples of the different communication areas and making comparisons between them.

References

1) David A.Aaker, “Managing Brand Equity”, Free Press, 1991.

2) David A.Aaker, “Güçlü Markalar Yaratmak”, Mediacat Kitapları

3) Philip Kotler “B2B Marka Yönetimi”, Mediacat Kitapları

4) Philip Kotler, Principles of Marketing, 9th Edition, Prentice Hall.

5) Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan, “Strategic Brand Management”, Oxford University Press, 2011.

6) Nurhan Babür Tosun, İletişim Temelli Marka Yönetimi, Beta Yayınları, 2010.


Periodicals:

Harward Business Review

Journal of Public Relations Research

Journal of Advertising

Journal of International Marketing
Public Relations Quarterly
Public Relations Review

Weekly Contents

Assessment System

Relation of Proficiency

ECTS