Overall objective: To develop students' capability of solving brand strategy and management-related issues, and their in-depth thinking and analytical capability through understanding the framework and theory of strategic brand management, case studies, and discussion on current brand related issues and cases.
1. Brand Management
2. Customer-Based Brand Equity
3. Brand Value System and Positioning
4. Brand Resonance and Establishing Brand Value Chain
5. Selecting brand elements
6. Designing brand marketing program
7. Developing Integrated Marketing Communication Campaign
8. Leveraging secondary brand associations
9. Developing brand equity measurement system
11. Designing Brand Architecture Strategy
12. New Product Development and Brand Extension
13. Managing Brand Overtime
14. Managing Brand Over Geographic Bundaries Overall objective: To develop students' capability of solving brand strategy and management-related issues, and their in-depth thinking and analytical capability through understanding the framework and theory of strategic brand management, case studies, and discussion on current brand related issues and cases.
1. Brand Management
2. Customer-Based Brand Equity
3. Brand Value System and Positioning
4. Brand Resonance and Establishing Brand Value Chain
5. Selecting brand elements
6. Designing brand marketing program
7. Developing Integrated Marketing Communication Campaign
8. Leveraging secondary brand associations
9. Developing brand equity measurement system
11. Designing Brand Architecture Strategy
12. New Product Development and Brand Extension
13. Managing Brand Overtime
14. Managing Brand Over Geographic Bundaries
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, 2014, David Aaker, Morgan James Publishing
3. Brand Asset Management，2002，Scott M. Davis, Jossey-Bass, A Wiley Imprint
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, 2014, David Aaker, Morgan James Publishing
3. Brand Asset Management, 2002, Scott M. Davis, Jossey-Bass, A Wiley Imprint
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| Personal Assignment and class particpationPersonal Assignment and class particpation Personal Assignment and class participation |
25 | Personal Assignment: 2x10 points + Class Participation 5 points |
| Mid-term ExamMid-term Exam Mid-term Exam |
25 | |
| Teamwork PresentationTeamwork Presentation Teamwork Presentation |
25 | Report Quality 15 points; Presentation Skill and Participation: 10 points |
| Final ExamFinal Exam Final Exam |
25 |
