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Strategic Brand Management - MKT 612 GENERAL INFORMATION Instructor Contact Information Lisa A. Junkerman, MBA President, Chief Marketing Associates P.O. Box 522316, Longwood, FL 32752-2316 www.chiefmarketingassociates.com Cell Phone: 407-252-3983 Email: ljunkerman@rollins.edu (primary), Lisa@ChiefMarketingAssociates.com (back-up) LinkedIn Profile: http://www.linkedin.com/in/lisajunkerman Website: www.ChiefMarketingAssociates.com Facebook: www.facebook.com/ChiefMarketingAssociates Pinterest: www.pinterest.com/LisaJunkerman/ Twitter: @ChiefMktgAssoc Course Schedule MKT 612: Tuesday 1:00 p.m. – 4:00 p.m. in Crummer Classroom 208 Student Meeting Opportunities By appointment, as requested by students and after class (in person). Or, anytime by phone.

COURSE OBJECTIVES Brand Management is organized around the product and brand management decisions that must be made to build, measure, and manage brand equity. The primary objectives are 1) to increase understanding of the important issues in planning and evaluating brand strategies and 2) to provide the appropriate theories, models, and research tools to make better branding decisions. The course is founded on basic marketing principles with particular emphasis on branding. In this course you will learn the role of brands, the concepts of brand equity, ways to build brand equity, different approaches to measuring it and how to implement a brand measurement system, alternative brand strategies, brand hierarchy and brand portfolio management, the difference between nation, -corporate and product branding, family brands, individual brands and sub-brands among others.


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COURSE TOPICS Brands and Brand Management: This deals with questions like what is a brand? Why do brands matter? Can everything be branded? What are the strongest brands? Branding challenges and opportunities? The brand equity concept and strategic brand management process Understanding Customer-Based Brand Equity: Sources of brand equity: Brand awareness and brand image, how to build a strong brand, creating customer value Brand Positioning: Identifying and establishing brand positioning, internal branding, brand audits such as brand inventory and brand exploratory Choosing Brand Elements to Build Brand Equity: What are the criteria of choosing a brand element? Options and tactics of brand elements such as brand names, logos and symbols or slogans Designing Marketing Programs to Build Brand Equity: Product strategy, pricing strategy, social media strategy and channel strategy and how they relate to branding Integrating Marketing Communications to Build Brand Equity: Advertising, digital media including websites, social media, online ads, mobile, event marketing, sales promotion, public relations and publicity, personal selling, buzz marketing Secondary Brand Associations: Creating new brand associations, channels of distribution, co-branding, licensing, celebrity endorsement, sporting, cultural or other events Brand Equity Measurements: Brand value chain, designing brand tracking studies, establishing a brand equity management system Measuring Sources of Brand Equity: Qualitative research techniques, quantitative research techniques such as awareness, brand image, brand responses and brand relationships. Comprehensive models of consumer based brand equity such as brand dynamics and equity engine Measuring Outcomes of Brand Equity: Comparative methods, holistic methods, valuation approaches Branding Ethics: By becoming advocates for ethical decision making, marketers can enlighten executives, employees and clients on how the practice can positively impact not only the greater good, but also sales, product positioning, customer loyalty, brand image, and more. Designing and Implementing Brand Strategies: Brand architecture, brand hierarchy, designing a branding strategy, cause marketing Introducing and Naming New Products and Brand Extension: Advantages and disadvantages of brand extensions, understanding how customers evaluate brand extensions, evaluating brand extension opportunities Managing Brands Over Time: Reinforcing brands (brand consistency), revitalizing brands (expanding grand awareness, improving brand image, entering new markets), adjustments to brand portfolio (retiring brands) Managing Brands over Countries and Markets: Advantage and disadvantage of global marketing programs, standardization vs. customization, global brand strategy, place branding, building global customer-based brand equity


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INSTRUCTIONAL MATERIALS Course Book Strategic Brand Management, Kevin Lane Keller, Prentice Hall, 4th Edition, 2013, ISBN 978-0-13-266425-7 Chapter Reading (Keller) Before each class read the assigned pre-class reading noted in the course schedule within the syllabus and be prepared to discuss and answer questions relating to the assigned chapters for that week. Brand Videos We will view and discuss videos profiling some leading brands and learn from executives, news coverage and industry analysts interviewed in the video.

LEARNING Learning in this course will be achieved through a mix of full class discussion, lecture, individual and team assignments, in-class exercises, digital media, and student presentations. You will be asked to learn fundamental principles, to analyze and critically evaluate ideas, arguments and points of view and apply course material to improve thinking, problem solving and decision making. We will occasionally have guest lecturers who represent the leadership of nationally known brands. During those presentations and when presentations are made by other class members, I expect you to keep your laptops closed and other technological devices off and for you to be fully engaged in the subject matter. Brand Application Briefs (Individual) Students will assume the role of a brand consultant and will analyze and evaluate five brands represented in video and will create a 300 word Brand Application Brief for each. Students will view the related brand video via Blackboard prior to the week it is due and prepare a 300 word brief to be submitted through Blackboard before class on the day it is due. Each week, a brand video will be shown in class and I will select a group of students that day who will lead a class discussion using their prepared brief. Each 300 word, Brand Application Brief will include three sections: 1) Brand Equity & Why - What activities featured in the video are most important to building brand equity and why; 2) Ethical Challenges & How - What ethical challenges might this brand face and how is it working (or not) to avoid those; and 3) Digital Recommendations & Why - What forms of digital branding would you recommend to build brand loyalty and advocacy for this brand and why Your Brand Application Brief should be 300 words and typewritten in Microsoft Word. Be ready to use your brief to lead and contribute to the class discussion on the featured brand. Brand Application Briefs should be uploaded to the Blackboard Assignment function before the startup of class on the date that video will be shown in class and when the Brand Application Brief for your brand is due as noted on the course schedule within the syllabus. These are individual assignments. Please do not work on preparing them with other students.


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Brand Audit Report (Team) (See Keller 4th Edition text, beginning pp. 265-271 for more information) The Brand Audit Report is designed to allow you to assume the role of a brand consultant and demonstrate your understanding of the course material, your ability to apply it to a real-life example. Students will work in self-selected teams consisting of 3 (min) to 4 (max) students to conduct a brand audit of a leading brand selected by the team. Each team must study a different brand and associated company. Brands must be submitted to me for final approval before our third class. In the event that two or more teams submit the same brand, brands will be assigned to teams on a first-come, first-serve basis. The Brand Audit Report is an in-depth examination of the brand. The goal of the Brand Audit Report is to assess the sources of brand equity and suggest ways your client can improve and leverage that equity. The brand audit is comprised of: 1) the brand inventory – a comprehensive summary of the firm's marketing and branding program; 2) the brand exploratory – detailed analysis of consumer perceptions of the brand and their desired brand awareness and image; and 3) the brand strategy – a recommendation of the ideal positioning and supporting brand management and marketing programs (based on what customers value in the brand, what the firm is saying about the brand and where the firm would like to take the brand) Typically, the information needed to complete the brand inventory can be found on the company website, in trade publications, in company annual reports, 10-K filings, and, occasionally, interviews with company executives or other employees as appropriate. To construct the brand exploratory, students conduct their own primary data collection in the form of (a) web, (b) qualitative and (c) quantitative research. After developing a detailed description of how the consumer views the brand in the brand exploratory, the final task is to provide strategy recommendations concerning how the brand should be managed. How can brand equity be built and/or how can it be effectively leveraged? Brand Audit Report and Presentation Team Deliverable:  Write a Brand Audit Report of a maximum 20 pages long Word document. Your report should be typewritten with 1.5 line spacing, using 11- to 12-point font, with one-inch margins. Focus on quality and not quantity.  As brand consultants you will also prepare a high-level PowerPoint presentation (no more than 15 slides) of your report that you will use to present to your brand’s executive team/our class.  Both documents (Word and PPT files) need to be given to me prior to your scheduled presentation. Please upload both documents to Blackboard and provide me with a hard-copy version. Mid Term A mid-term exam will be administered to assess the student’s engagement through course discussions, assignments, and knowledge about the material covered in the course. The exam enables the student to know whether course material is being comprehended as expected and can be applied in the real world. Discussions of Current Reports and Articles (To be posted on Blackboard prior to the class discussion) Throughout the course, you will have an opportunity to read and discuss current branding issues and challenges experienced in today’s business environment. Articles will be posted on Blackboard prior to the class discussion.


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COURSE EVALUATION Peer Evaluations It is expected that every member of a group will participate fully and equally in the analysis, preparation, and delivery of your team’s Brand Audit Report and other team exercises as assigned. You will have the opportunity to complete a peer and self-evaluation form related to your team experience. The feedback received will help me to understand your contribution as a team member on group projects and exercises and will have an impact on your grade. Class Attendance I expect all students to be ready to start class on time. If you know you will miss a class, e-mail me as early in the week as possible and before class begins. It is your responsibility to attend class or get the information and assignments discussed in class from another class member. If you are not in class you cannot be recognized for your contribution toward the weekly discussion. Absences and tardiness will affect your course grade. Blackboard I will utilize the Rollins Blackboard to facilitate assignment and document sharing throughout the course. Please turn all assignments in using the Assignment function in Blackboard. Your Brand Audit Report and accompanying PowerPoint should be uploaded to Blackboard and also provided to me in hard copy format. Participation and Contribution to Discussion Your own contribution to the classroom discussion based on your own knowledge and your experiences is a critical part of the success of the course for everyone. Note that 10% of your grade depends on your performance in this area. This is often enough to make a difference in final grades. I expect informed and insightful comments from individuals in the class. This includes your attentive engagement and comments you provide during full class discussion as well as during group breakout sessions. Participation grades reflect the quality of contribution rather than merely quantity of "talk time." Please be respectful of other students. Course Grades Grades are reported as follows:  A: indicates consistently excellent work  B: indicates work of the quality normally expected of a graduate student  C: indicates work that is below the quality expected in graduate study  F: indicates work that is unacceptable in graduate level of study  I: Incomplete indicates that the student and instructor have agreed that outstanding work will be completed and the grade changed to A, B, C or F by the mid-term point of the following term Grades A, B, and C may be modified by a plus or minus as appropriate. See below scale: Grade A A-

Scale 93 to 100% 90 to 92%

Grade B+ B B-

Scale 88 to 89% 83 to 87% 80 to 82%

Grade C+ C C-

Scale 78 to 79% 73 to 77% 70 to 72%

Final course grades are non-negotiable. A grade will only change if the lower grade results from a mathematical error, or if a higher grade was given by mistake. It is important that each student frequently check their class grades and immediately notify the instructor of any discrepancies.


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Means of Evaluation of Student Achievement or Proficiency Do not expect to receive an A or B simply because you attend classes or provide the deliverables on time or work hard and long hours. Your work must consistently be of exceptional quality. Means of Evaluation

Contribution

Proportion

Brand Application Briefs

Individual

5 @ 20 points each

Mid-Term Exam

Individual

1 @ 150 points

150

Team

1 @ 100 points

100

Team

1 @ 50 points

50

Attendance, Class Participation

Individual

1 @ 50 points

50

Teamwork/Peer Review Survey

Team

1 @ 50 points

50

Brand Audit Report (Typewritten, Microsoft Word doc) Brand Audit Presentation (Microsoft PowerPoint InClass Presentation)

TOTAL

Total Points 100

500


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COURSE SCHEDULE* Week

Date

Topic

1

21 Jan.

    

2

28 Jan.

3

4 Feb.

    

4

11 Feb.

5

18 Feb.

    

Introductions Syllabus Teams confirmed Brands and Brand Management Class Video (BZZ Agent) Viewing: (all-class discussion of Brand Application Brief elements) Customer-Based Brand Equity and Brand Positioning Brand Resonance and the Brand Value Chain Class Video #1 (Life is Good) Viewing and Discussion Choosing Brand Elements to Build Brand Equity Discussion of Brand Audit Report (teams confirm their brands) Designing Marketing Programs to Build Brand Equity Integrating Marketing Communications to Build Brand Equity Class Video #2 (OXO) Viewing and Discussion Leveraging Secondary Brand Associations to Build Brand Equity Developing a Brand Equity Measurement and Management System Midterm (Chapters 1-8, Videos Wk 1-5)

6

25 Feb.

7

4 March 11 March

 Project period (no classes)  Brand Equity Sources: Capturing Customer Mind-Set  Brand Equity Outcomes: Capturing Market Performance  Class Video #3 (HSN) Viewing and Discussion

8

18 March

 Designing and Implementing Brand Architecture Strategies

9

25 March

10

1 April

11

8 April

 Introducing and Naming New Products and Brand Extensions  Class Video #4 (Konica Minolta) Viewing and Discussion  Managing Brands over Time, Geographic Boundaries and Market Segments  Class review/discussion (course evaluation)  Discussion Brand Audit Report  Class Video #5 (Joie de Vive) Viewing and Discussion

12

15 April

 Brand Audit Presentations  Peer Review Survey

Pre-Class Reading and Assignments Syllabus and Chapter 1

Chapter 2, Chapter 3 Video Brand Brief #1 (Life is Good) Due Before Class Chapter 4

Chapter 5, Chapter 6 Video Brand Brief #2 (OXO) Due Before Class Chapter 7, Chapter 8 (SPEAKER – CEO, SPECIAL OLYMPICS FLORIDA)

Chapter 9, Chapter 10 Video Brand Brief #3 (HSN) Due Before Class (SPEAKER – VP, HSN) Chapter 11 (SPEAKER – CMO, TUPPERWARE) Chapter 12 Video Brand Brief #4 (Konica Minolta) Due Before Class Chapter 13, Chapter 14 Chapter 15 Video Brand Brief #5 (Joie de Vive) Due Before Class (SPEAKER – VP, DISNEY) Brand Audit Report and Presentations


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*Additional readings, currently unlisted, in the form of handouts, articles, or any other written or audio-visual material will be assigned and made available before they are due. Moreover, this syllabus may be altered at the discretion of the professor if necessary.

STUDENTS WITH DISABILITIES Rollins College is committed to equal access and does not discriminate unlawfully against persons with disabilities in its policies, procedures, programs or employment processes. The College recognizes its obligations under the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990 to provide an environment that does not discriminate against persons with disabilities. If you are a person with a disability on this campus and anticipate needing any type of academic/medical accommodations in order to participate in your classes, please make timely arrangements by disclosing this disability in writing to the Disability Services Office at (Box 2772) – Mills Building, 1000 Holt Ave., Winter Park, FL, 32789. Appointments can be scheduled by calling 407-646-2354 or by emailing: gridgeway@rollins.edu

ACADEMIC INTEGRITY POLICY I will refer to the Academic Integrity Policy signed by each student during orientation.

L. Junkerman Syllabus, Crummer Graduates School of Business Marketing Class, Brand Management  

L. Junkerman Brand Management Class Syllabus, MKT 612

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