Student guide Faculty of Economics A.Y. 2010/11

Brand management
Aim of the course
The course illustrates the characteristics, methods of application and effects of the communication instruments used for creating and managing brand-equity. To this end, students will first analyse the constituent elements of the brand, before going on to address the various stages of the value-building process and examine the methods used for measuring results. The lectures will be alternated with tutorials and descriptions of relevant case studies.

More specifically, students will learn to:
1. Break down the brand into its cognitive components.
2. Acquire the conceptual tools for measuring the value of the brand.
2. Outline the role of communication in the creation of brand-equity.
3. Underline the differences which characterise creation of brand equity online.
4. Highlight the importance of business ethics and corporate social responsibility in brand management.
1. Value of the brand
2. Building of Brand Equity
3. Central role of the consumer
4. The brand relationship
5. Positioning of the brand
6. Elements of the brand
7. Brand extension
8. Marketing instruments in support of the brand: advertising, events and media relations
9. Business ethics
10. Social responsibility of the company and the brand
There will be an oral examination.
Reading list
One of the following two English language textbooks:
Keller K., Strategic Brand Management, 2nd edition, Prentice Hall,2002
Kapferer J.N. (Paperback), The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term, Kogan Page, London, 2004

Or, in Italian:
Keller, Busacca, Ostilio, " La gestione del Brand", EGEA, 2005
Giaretta E., "Business Ethics e scelte di prodotto", CEDAM, 2000 Cap. 2,3