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ASHESI UNIVERSITY COLLEGE
STRATEGIC BRAND MANAGEMENT
BUSA 442
Fall 2016
LECTURER: Anthony Ebow Spio
FACULTY INTERN: Christabelle Baako
OFFICE LOCATION: 210
OFFICE LOCATION: FIs OFFICE
Email: [email protected]
EMAIL:
TEL: 0302 610 330 ext. 1008
MOBILE: 0242868237
TEL.: 0302 610 330 ext. 1076
OFFICE HOURS: 8.30-10.00am
OFFICE HOURS:
Lecture Location and Time: Lecture Room 216; 3.10m-4.40pm on
Days: Tuesday and Thursday
Discussion Time: 5.00pm on Friday (R 218)
COURSE DESCRIPTION
Growing number of firms and organizations have come to the realization that one of
their most valuable assets is the brand names associated with their products or services.
The tremendous economic growth and development that the world has experienced in
recent decades, has meant individuals and business managers in most countries are
inundated with variety of products and services to choose from.
Whereas for the individual finding time to select from huge variety of products and
services may be a challenge, more products and services on the market means stiffer
competition for the firm. A strong brand’s ability to simplify the consumer decision
making, reduce risks, set expectations and set apart a firm from its competitors is,
therefore, invaluable. Creating strong brands that deliver on that promise, and
maintaining and enhancing the strength of those brands over time is imperative for
business success. This is the role of strategic brand management in organizations and for
that matter the import of this course.
This course will cover brands, brand equity, the design and implementation of brand
marketing programmes to build, manage and measure brand equity. It will also cover
branding in the digital age. This is because the Internet has become indispensable tool
for marketing and business.
In a nutshell, this course will provide you with the knowledge and technique, through
the learning and practice of relevant concepts, principles, tools and insights, to launch
and successfully manage brands in a dynamic digital world.
TEXTBOOKS & OTHER REQUIRED MATERIALS

Kevin Lane Keller (2013), Strategic Brand Management, Global Edition (4th
Edition), Pearson
1
Supplementary Text
 Mark Uncles (2011) Perspectives on Brand Management, Tild University Press
 Jean –Noel Kapferer (2008) The New Strategic Brand Management 4th Edition,
Kogan Page
 Leslie De Chernatony, Malcolm McDonald & Elaine Wallace (2013) Creating
Powerful Brands 4th Edition Routledge
Relevant Journals and Magazines
 Harvard Business Review
 The Mckinsey Quarterly
 Boston Consulting Group (BCG)
COURSE OBJECTIVE
The purpose of this course is to equip students with the knowledge and technique,
through the learning and practice of relevant concepts, principles, tools and insights, to
launch and successfully manage brands in a dynamic digital world.
LEARNING OBJECTIVES
Students assume the role of a brand manager and product group manager and learn to
make effective branding decisions, develop a strategic brand plan and manage brands
successfully over time. Students will be exposed to relevant cases, events and given the
opportunity to interact with marketing and brand practitioners to enable them appreciate
and develop the skills to create and manage strong brands.
At the end of the course students are expected to achieve the following:
 Explain important concepts, principles, and tools of brand management.
 Create a brand and develop a brand positioning for the brand
 Apply branding concept to themselves by composing a Personal Brand profile
 Appraise brands and recommend remedies for building brand equity.
 Develop strategic brand marketing plans and integrated marketing
communications plans, which recognize digital channels, to build brand equity.
 Evaluate own and other students’ work
REQUIRED COURSE ELEMENTS, ASSESSMENT AND GRADING
Your course grade will be based on the following components and percentage allocation:
 Quizzes/Individual Assignments (i.e. 6 in total)
30%
 Written Case Analysis /Group Assignment
20%
 Mid Semester Exams
20%
 Class Participation
10%
 Final Team Group Project
20%
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COURSE TOPICS
This course will be divided into the following modules. Each module will have its own
introduction and required readings. It, however, seek to build on the knowledge acquired
in previous modules.
Module 1. Introduction to Strategic Brand Management
Module 2. Customer Based Brand Equity
Module 3. Brand Positioning
Module 4. Choosing Brand Elements to Brand Equity
Module 5. Digital Marketing and Branding in the Digital Era
Module 6. Designing Marketing Programmes to Build Brand Equity I: Product,
Pricing and Channel Strategies
Module 7. Designing Marketing Programmes to Build Brand Equity II: Integrated
Marketing Communications
Module 8. Leveraging Secondary Brand Associations to Build Brand Equity
Module 9. Measuring Brand Equity
Module 10. Designing and Implementing a Branding Strategy I: Brand Architecture,
Brand-Product Matrix, Brand Hierarchy
Module 11. Designing and Implementing a Branding Strategy II: Introduction & Naming
New Products & Brand Extensions
ASHESI LEARNING GOALS
1. Critical Thinking and Quantitative Reasoning: An Ashesi student is able to
apply critical thinking and quantitative reasoning to approach complex problems.
Students will be given business cases to analyze. You will submit case study
assignments and final project that require the application of critical thinking and
quantitative reasoning in performing the assignment. Working in teams will also
present opportunities for you to apply logic in presenting your case to your
colleagues.
2. Communication: An Ashesi student is an excellent communicator in a variety of
forms. Students will present written cases, make presentation in class and also
deliver final project all of which are supposed to help develop your
communication skills.
3. Leadership and Teamwork: An Ashesi student is adept at leading and
functioning in teams. Students will work in teams to do the final project and other
assignments.
4. Curious and Skilled: An Ashesi student is inquisitive and confident, has breadth
of knowledge and has attained a high level of mastery in their field: The final
project as well as the mid-term exams is designed to build students’ skills in
developing strategic brand plans through practice and application of relevant
concepts. Students will organize a Brand Fair as part of the course assessment.
This will give students the opportunity to showcase their creativity.
5. Technology: An Ashesi student is an effective and flexible user of technology. The
changing and growing role of technology in creating value for consumers will be
emphasized.
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COURSE SCHEDULE:
Below is the tentative schedule for the course. Note that the schedule is subject to
change
Week
Week 1
Week 2
Week 3
Week 4
Week 5
Topics
Reading
Introduction to Strategic Brand Management
 Defining a Brand and why brands matter
 Can everything be branded?
 Branding Challenges & Opportunities
 The Brand Equity Concept
 Strategic Brand Management Process

Kevin Lane Keller (2013),
Strategic
Brand
Management,
Global
Edition
(4th
Edition),
Pearson, Chapter 1.
Customer Based Brand Equity
 Customer –Based Brand Equity
 Building a Strong Brand
 Creating Customer Value

Kevin Lane Keller (2013),
Strategic
Brand
Management,
Global
Edition
(4th
Edition),
Pearson, Chapters 2 & 3.

Kevin Lane Keller (2013),
Strategic
Brand
Management,
Global
Edition
(4th
Edition),
Pearson, Chapters 2 & 3,
Brand Positioning






Identifying & Establishing Brand Positioning
Positioning Guidelines
Brand Manifesto
Personal Branding
Brand Audits
Employer Brand
Choosing Brand Elements to Build Equity
 Criteria for Choosing Brand Elements
 Options and Tactics for Brand Elements
Kevin Lane Keller (2013),
Strategic Brand Management,
Global Edition (4th Edition),
Pearson, Chapter 4.
Designing Marketing Programmes to Build Brand
Equity I: Product, Pricing and Channel Strategies
 Product Strategy
 Pricing Strategy
 Channel Strategy
Kevin Lane Keller (2013),
Strategic Brand Management,
Global Edition (4th Edition),
Pearson, Chapter 5.
4
Week
Topics
Reading
Week 6
Digital Marketing and Building Great Brands in the
Digital Age
Rob Stokes eMarketing: The
Essential Guide to Marketing in the
Digital World (5th Edition) Chapter 2.
Nielsen (2009) Building Great
Brands in the Digital Age
Vipat, R., (2013) Digital marketing at
Nike. [Online]Available at:
http://www.slideshare.net/ojasvipat/fi
nal-digital-marketing-at-nike
Week 7
Week 8
Week 9
Week 10
Week 11
Week 12
Week 13
MID-SEMESTER EXAMS
MID-SEMESTER BREAK
March 3, 2016
March 7-11 2016
Designing Marketing Programmes to Build Brand
Equity II: Integrated Marketing Communications
 Marketing Communications Options
 Developing Integrated Marketing Communication
Programmes
 Story Telling
Leveraging Secondary Brand Associations to Build
Brand Equity
 Conceptualizing the Leveraging Process
 Sources of Secondary Brand Knowledge

Kevin Lane Keller (2013),
Strategic
Brand
Management,
Global
Edition
(4th
Edition),
Pearson, Chapter 6.

Kevin Lane Keller (2013),
Strategic
Brand
Management,
Global
Edition
(4th
Edition),
Pearson, Chapter 7.
Measuring Brand Equity
 The Brand Value Chain
 Designing Brand Tracking Studies
 Establishing a Brand Equity Management System
Kevin Lane Keller (2013), Strategic
Brand Management, Global Edition
(4th Edition), Pearson, Chapter 8.
Designing and Implementing
Branding Strategy I: Brand
Architecture, Brand-Product
Matrix, Brand Hierarchy
 Brand Architecture
 Brand Hierarchy
 Designing a Brand Strategy
Designing and Implementing a Branding Strategy II:
Introduction & Naming New Products & Brand
Extensions
 New Products and Brand Extensions
 Merits and Demerits of Brand Extensions
 Understanding How Consumers Evaluate Brand
Extensions
 Evaluating Brand Extension Opportunities
 Extension Guidelines
Kevin Lane Keller (2013), Strategic
Brand Management, Global Edition
(4th Edition), Pearson, Chapter 11.
Week 14
Final Team Project
Week 15
Finalize and Submit Final Team Project
5
Kevin Lane Keller (2013), Strategic
Brand Management, Global Edition
(4th Edition), Pearson, Chapter 12.
29th April 2016
COURSE POLICIES
Class Conduct
Ashesi rules concerning classroom conduct and academic work (presentations, quizzes,
take-home, assignments, and examinations) apply fully in this course (for details of what
is acceptable and what is not acceptable refer to the student handbook and any other
college document containing such rules).
Conducts that shall not be tolerated include, but not limited to the following:
- Absenteeism, Lateness and unwarranted walkouts.
- Using a mobile phone or allowing your phone or alarm set to ring while class is in
session and using a computer in class for browsing or for purposes other than authorized
class exercises.
- Late submission of assignment
Academic Dishonesty
Academic dishonesty will not be tolerated. Academic dishonesty includes, but is not
limited to, cheating, plagiarism, falsifying identity or academic records and being an
accessory to acts of academic dishonesty. Ignorance about what counts as plagiarism is
not an acceptable excuse. Students who engage in any acts of academic dishonesty
threaten the values and beliefs that underpin academic work and devalue the integrity of
the University’s awards. Offenders will be referred to the Disciplinary Committee of the
University. In proven cases, offenders shall be punished, and the punishment may
extend to failing this course
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Assessment and Assignments: Quizzes, Written Case Analysis/Group Assignment,
Mid-Semester Exams, Final Team Projects.
Type
Details
Quizzes/Individual
Assignments
There will be at least 6 quizzes
and individual assignments in
all. The goal is to get students
very well engaged and
intellectually immersed in the
course. The assignments will
test students’ comprehension of
concepts and theories.
Written Case
Analysis 1 (Group
Work)
Nike
The mode of assessment will
essentially be in-class written
quizzes and short summaries.
This is a team assignment.
Students will be given a real
brand case to analyse.
Date of
Assignment
Completion
and Due Date
05/02/2016
12/02/2016
19/02/2016
26/02/2016
25/03/2016
01/04/2016
08/04/2016
28/01/2016
12/02/2016
25/03/2016
08/04/2016
Students are required to use
appropriate tools to appraise
brand management initiatives
and activities of well-known
global brand as well as its
sources of brand equity.
Students will also use the
information available from the
case to develop a Brand
Positioning Statement for the
brand based on Unilever’s brand
positioning tool.
Written Case
Analysis 2 (Group
Work) Integrated
Marketing
Communications
Assignment
The teams will present both
written and oral reports.
Students will judge the oral
report/presentations.
This is a team assignment.
Students will be given a real
business case to work on.
Students are required to develop
a Brand Positioning Statement
for a selected brand and design
an Integrated Marketing
Communications plan, taking
into consideration the digital
channels, to reposition and build
equity for the brand.
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The teams will present both
written and oral reports.
Students will judge the oral
report/presentations.
Mid-Semester
Exams
This is a 2-hour written exam.
The rationale for the
examination is to assess your
comprehension and
understanding of core concepts
and demonstrate your ability to
synthesize and integrate the
concepts, principles and tools. It
is also gives you the opportunity
to further apply your knowledge
in addressing practical brand
management issues and
prescribing solutions in an
independent setting.
03/03/2016
03/03/2016
The Final Team Project
15/03/2016
constitutes 20% of total marks
for the course and it is the core
assignment of the course. This is
a team assignment. Each group
shall consist of 6-7 students and
it is required to create a brand
and develop a strategic brand
marketing plan for the launch of
a new product or service in a
selected market.
Goal of Assignment
 Get students to apply
strategic brand
29/04/2016
There will be two sections to the
exams. Part one is about
answering questions set on a
real brand case. Students will be
given a case at least one week in
advance to study. The students
will be required to apply
concepts and tools they have
learnt to the real brand case.
The second part will involve
answering questions on the
concepts, principles and tools
learnt.
Final Team Project
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management and
marketing concepts,
principles and theories
learnt in the course
 Get students to apply the
strategic brand
marketing planning
process to a specific
business case.
Assignment
Each team should identify an
opportunity for a new product or
service in a given
product/service market.
1. Select any product or
service market of your
choice (e.g. toothpaste,
deodorant, banking,
insurance etc) and
design/create a brand
(name, brand positioning
based on brand key
vision tool, logo, slogan
etc) to exploit the
opportunity.
2. Develop a strategic
brand marketing plan to
launch and build a strong
equity for the brand in
the market.
The duration of your plan
should be between 18-24
months
Your paper/report should cover
the following
Executive Summary
Review of Current Market
Situation
Strength
Weakness,
Opportunities Threat (SWOT)
Analysis
Key Issues and Objectives
Marketing Strategy




Target Market/Audience
Positioning
Product Elements
Pricing Strategy
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

Distribution Strategy
Promotion/Marketing
Communication Strategy
NB: Where a service product or
brand is selected
the marketing mix should
include Process,
Physical Environment & People
Action Programme
Budgets
Control & Evaluation
Participation
In order to achieve the highest
grades for participation, students
should answer questions in
class, participate in tutorials and
team assignments. You should
also demonstrate you have read
the required readings and should
treat your fellow classmates
with respect at all times.
Attendance to class is nonnegotiable. Students will lose
marks for not attending classes
without prior notification or a
tangible reason.
All Assignments and the End of Term Project work must be preferably word-processed
using
 Standard 12-point font, be double-spaced, and have one inch margins
 Have numbered and stapled pages
 Be proofread and spell-checked
However, clearly handwritten texts are also welcomed if for any unique reason students
are unable to submit their work in a word-processed format.
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