Brand Identity and Strategies (Mİ621) | GSÜ

Content

Objective

-The aim of this course is to provide students with fundamental concepts and theoretical approaches to brand identity and brand strategies, enabling them to evaluate how brands develop their identities, establish positioning, achieve differentiation, and create competitive advantage. The course also focuses on analyzing the role of consumer perceptions, brand equity, brand communication, and digitalization in strategic brand management.

Course Content

-The course covers the concepts of brands and brand identity, brand identity models, brand personality, brand values, brand positioning, brand image and perception, brand equity, brand architecture, brand portfolio management, brand extension strategies, global brand management, brand communication, digital brand management, brand experience, and sustainable brand strategies

Course Learning Outcomes

Upon successful completion of this course, students will be able to:
1. Explain the concepts of brand identity and strategic brand management.
2. Analyze different brand identity models and theoretical approaches.
3. Evaluate brand personality, brand values, and brand positioning strategies.
4. Analyze the relationship between brand image and consumer perception.
5. Apply approaches to assess brand equity and brand performance.
6. Compare brand architecture and brand portfolio strategies.
7. Develop brand strategies for international and digital markets.
8. Critically evaluate contemporary issues related to brand identity and strategies.

Teaching and Learning Methods

Lectures, academic article reviews, case studies, classroom discussions, group work, strategic evaluations based on brand examples, and student presentations.

References

Aaker, D. A. (1996). Building Strong Brands. Free Press.

Kapferer, J.-N. (2012). The New Strategic Brand Management. Kogan Page.

Keller, K. L. (2013). Strategic Brand Management. Pearson.

Aaker, D. A. (1997). Dimensions of Brand Personality. Journal of Marketing Research.

Selected contemporary academic articles on brand management and marketing.

Weekly Contents

Theory Topics
Week	Weekly Contents
1	Introduction to Brand Management and Key Concepts
2	Brand Identity and Brand Identity Models
3	Brand Personality, Brand Values and Brand Culture
4	Brand Positioning and Competitive Differentiation
5	Brand Image, Consumer Perception and Brand Associations
6	Brand Equity and Brand Performance
7	The Relationship Between Brand Identity and Brand Image
8	Brand Architecture and Brand Portfolio Management
9	Brand Extension and Brand Revitalization Strategies
10	Global Brands and International Brand Strategies
11	Brand Communication and Integrated Brand Management
12	Digital Branding and Brand Management on Social Media
13	Brand Experience, Sustainability and Brand Reputation
14	Contemporary Brand Strategies and Brand Management Case Studies

Assessment System

Contribution to Overall Grade
Activities	Number	Contribution
Contribution of in-term studies to overall grade	1	40
Contribution of final exam to overall grade	1	60
Total	2	100

In-Term Studies
Activities	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
Make-up	0	0
Total	1	40

Relation of Proficiency

No	Program Learning Outcomes	Contribution
No	Program Learning Outcomes	1	2	3	4	5
1	The student will be able to use the knowledge and skills needed for upper echelons of management.					X
2	The student will be able to identify the behaviors to minimize the risks by taking into account internal and external conditions that effect the organization.				X
3	The student should have the general knowledge about labor law, sociology, psychology, organizational sociology, logistics and quantitative methods that can be needed out of basic management functions.				X
4	The student should have a command of information and communication technologies that are needed for professional business life.				X
5	The student should keep the competitive power of business at higher levels in the increasing globalization and competition conditions with following visionary applications.				X
6	The student will be able to identify the changes that are in the internal and external environment of business and the problems which are caused by these changes in time. Also, the student should improve solutions for these problems and apply them.				X
7	The student will be able to generate the solutions for managerial problems with the help of management games and simulation techniques.				X
8	The student should make presentations and discuss managerial problems at least two foreign languages.				X
9	The student will be able to tend towards practices of case study and sample event assessment and contribute the projects in which he/she serves.				X
10	The student should get the responsibility in teamwork and contribute to team work.					X
11	The student should get the habit of updating his technical skills to adjust the changing and improving scientific and technologic environment.					X
12	The student should make a principle of behaving ethical in business life and guarding the interests of his colleagues and business stakeholders.					X

ECTS

Activities	Number	Period	Total Workload
Class Hours	3	14	42
Working Hours out of Class	10	6	60
Assignments	0	0	0
Presentation	0	0	0
Midterm Examinations (including preparation)	1	20	20
Project	0	0	0
Laboratory	0	0	0
Other Applications	0	0	0
Final Examinations (including preparation)	0	0	0
Quiz	0	0	0
Term Paper/ Project	0	0	0
Portfolio Study	0	0	0
Reports	0	0	0
Learning Diary	0	0	0
Thesis/ Project	0	0	0
Seminar	0	0	0
Other	0	0	0
Make-up	0	0	0
Yıl Sonu	0	0	0
Hazırlık Yıl Sonu	1	30	30
Hazırlık Bütünleme	0	0	0
Total Workload			152
Total Workload / 25			6.08
Credits ECTS			6