Insegnamento a.a. 2025-2026

20145 - BRAND MANAGEMENT

Department of Marketing


Student consultation hours
Class timetable
Exam timetable

Course taught in English
Go to class group/s: 8 - 9 - 10
MM (5 credits - II sem. - OB  |  SECS-P/08)
Course Director:
CHIARA LONGONI

Classes: 8 (II sem.) - 9 (II sem.) - 10 (II sem.)
Instructors:
Class 8: CHIARA LONGONI, Class 9: ROBERTA DE SANCTIS, Class 10: ROBERTA DE SANCTIS


Suggested background knowledge

To optimize the learning process during this course, it is recommended to have taken an introductory course in Marketing and/or Business Management during the undergraduate program.

Mission & Content Summary

MISSION

The course analyzes the process of brand management, aimed at developing a brand’s value over time. In particular, theories and cases are discussed and examined to understand how to launch, grow, and protect this fundamental business asset. Launching and developing a brand involves defining coherent strategies and tactics that manage the brand’s potential impact in terms of brand power and brand equity, while assessing and managing its key dimensions — brand identity, brand image, brand awareness, and brand knowledge. Managing a brand also means viewing it as a driver of both current and future business growth, which entails making decisions regarding rebranding, brand realignment, brand extensions, and brand portfolio strategies. These aspects of brand management are explored through the discussion of economic, psychological, and sociological theories, empirical research findings, case studies, examples of local and global brands, and action learning exercises.

CONTENT SUMMARY

BRAND–CONSUMER EXPERIENCE

  • The brand–consumer experience

  • Psychological, contextual, and socio-cultural factors influencing the brand–consumer experience

  • Analysis and measurement of brand value

BUILDING BRANDS: STRATEGIC DECISIONS

  • Strategic decisions for launching new brands

  • Predicting acceptance and adoption of a new brand

  • Brand strategy and positioning

BUILDING BRANDS: TACTICAL DECISIONS

  • Brand elements & brand referents

  • Brand promotion

  • Brand pricing

MANAGING BRANDS

  • Rebranding & bradn realignment

  • Brand extensions: horizontal and vertical

  • Brand portfolio management strategies


Intended Learning Outcomes (ILO)

KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

  • Understand the meaning of the strategic discipline of branding and its role in creating shareholder value

  • Understand brands as the co-creation of marketers, consumers, society, and markets

  • Understand the key decisions involved in the strategic and tactical management of a brand

  • Distinguish how to apply fundamental and emerging branding principles such as relationship branding, brand building, brand positioning, brand design, brand portfolio strategy, and brand architecture

APPLYING KNOWLEDGE AND UNDERSTANDING

At the end of the course student will be able to...

  • Analyze the consumer–brand relationship based on economic and psychological models

  • Evaluate brand acceptance and brand adoption

  • Formulate a strategic and tactical plan for a new brand in order to build, develop, and protect it, grounding these decisions in appropriate data

  • Assess a brand’s impact in terms of brand power and brand equity

  • Articulate a brand strategy in terms of brand portfolio and brand architecture

  • Develop a brand audit project


Teaching methods

  • Lectures
  • Individual works / Assignments
  • Collaborative Works / Assignments
  • Interaction/Gamification

DETAILS

During the course, in addition to traditional lectures, the following activities are carried out:

  • Case discussions on global brands that illustrate the application of concepts or frameworks covered in class.

  • Experiential exercises, in which students take on the role of brand managers.

  • Development of a Brand Audit project, which enables and requires the systematic application of the knowledge and insights gained throughout the course.


Assessment methods

  Continuous assessment Partial exams General exam
  • Written individual exam (traditional/online)
     x
  • Collaborative Works / Assignment (report, exercise, presentation, project work etc.)
 x    
  • Peer evaluation
 x    

ATTENDING STUDENTS

The assessment for attending students is based on:
(1) Brand Audit project – 50%
(2) Final exam – 50%

The Brand Audit project is carried out in groups and provides an opportunity to apply the concepts learned during the course to a real brand. Students identify specific issues and opportunities for the brand, generate recommendations supported by appropriate data and analysis, and communicate their findings and recommendations clearly and professionally.

The final exam is written and consists of both open-ended and multiple-choice questions related to the material discussed in class. The exam assesses students’ ability to apply the knowledge and concepts learned during the course.


NOT ATTENDING STUDENTS

The assessment for non-attending students is based on a written final exam. It consists of both open-ended and multiple-choice questions related to the course content. The exam assesses students’ ability to apply the knowledge and concepts learned during the course.


Teaching materials


ATTENDING STUDENTS

Teaching materials include slides and handouts prepared by the instructor, as well as a curated selection of cases available for digital download.

 


NOT ATTENDING STUDENTS

  • lides and handouts prepared by the instructor

  • A. Chernev, Strategic Brand Management, Kellogg School of Management, Fourth Edition, 2025

Last change 13/01/2026 12:40