Objectives: Through the textbook frameworks, related theories and concepts, as well as case study and discussion, to help students understand the essence of Brand Management and develop strategic thinking capabilities, in the hope to assist students to solve brand-related issues in their future career.
※ Major Contents:
1. Brand Management: definition, importance, challenges and opportunities, Brand equity, brand management process
2. Customer-Based-Brand-Equity: brand knowledge, brand associations and images, building strong brands, creating brand and customer values.
3. Brand Positioning: establish brand position, guidelines, brand promise, brand audit, internal brand marketing
4. Brand Resonance and Brand Value Chain: definition of brand resonance, steps of establishing resonance, components of brand value chain
5. Brand Elements: criteria for choosing brand elements, element descriptions, integrating brand elements
6. Develop Marketing Programs to enhance band equity: new marketing perspectives, product strategy, pricing strategy, distribution strategy
7. Develop Integrated Marketing Communication Campaign: new media environment, selection of marketing tactics, development process
8. How to Leverage Secondary Associations: descriptions, co-branding, brand franchising, celebrity, sports and cultural events, 3rd party authority
9. Brand Measuring and Management System: ROMI, brand audits, brand tracking studies, brand management system, Big Data and AI for marketing and brand management
11. Branding Strategy: brand architecture, brand hierarchy, design of brand architecture, corporate branding
12. New Product Introduction and Brand Extension: new product and brand extension, advantages and disadvantages, how consumers evaluate brand extension
13. Brand Management Overtime: brand reinforcement, brand revitalization, brand portfolio adjustments
14. Brand Management Cross Regional and Segment Boundary
Objectives: Through the textbook frameworks, related theories and concepts, as well as case study and discussion, to help students understand the essence of Brand Management and develop strategic thinking capabilities, in the hope to assist students to solve brand-related issues in their future career.
※Major Contents:
1. Brand Management: definition, importance, challenges and opportunities, Brand equity, brand management process
2. Customer-Based-Brand-Equity: brand knowledge, brand associations and images, building strong brands, creating brand and customer values.
3. Brand Positioning: establish brand position, guidelines, brand promise, brand audit, internal brand marketing
4. Brand Resonance and Brand Value Chain: definition of brand resonance, steps of establishing resonance, components of brand value chain
5. Brand Elements: criteria for choosing brand elements, element descriptions, integrating brand elements
6. Develop Marketing Programs to enhance band equity: new marketing perspectives, product strategy, pricing strategy, distribution strategy
7. Develop Integrated Marketing Communication Campaign: new media environment, selection of marketing tactics, development process
8. How to Leverage Secondary Associations: descriptions, co-branding, brand franchising, celebrity, sports and cultural events, 3rd party authority
9. Brand Measuring and Management System: ROMI, brand audits, brand tracking studies, brand management system, Big Data and AI for marketing and brand management
11. Branding Strategy: brand architecture, brand hierarchy, design of brand architecture, corporate branding
12. New Product Introduction and Brand Extension: new product and brand extension, advantages and disadvantages, how consumers evaluate brand extension
13. Brand Management Overtime: brand reinforcement, brand revitalization, brand portfolio adjustments
14. Brand Management Cross Regional and Segment Boundary
本課程主要目的在介紹品牌管理之基本觀念、理論、演變、技術及最近實務之發展。主要內容包括：品牌定位、品牌價值、品牌權益、品牌績效、品牌延伸及品牌組合管理等。
The main purpose of this course is to introduce the basic concepts, theories, evolution, technology and recent practical developments of brand management. The main contents include: brand positioning, brand value, brand equity, brand performance, brand extension and brand portfolio management, etc.
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creating Signature Stories, Strategic Messaging that Persuades, Energies, and Inspires, 2018, David
AAker, Morgan James Publishing
3. 策略品牌管理（四版）, 2014年, Kevin Lane Keller原著, 徐世同編譯，華泰書局。
4. 品牌行銷與管理（二版），2014年，丁瑞華著，普林斯頓國際有限公司。
5. 品牌行銷Building The Brand -Driven Business，2004年，Scott M. Davis, Michael Dunn原著， 陳
琇里譯，中衛發展中心發行。
1. Strategic Brand Management 4e, 2013, Kevin Lane Keller, Pearson Education Inc.
2. Aaker on Branding, 20 Principles that Drive Success, David Aaker, Morgan James Publishing
3. Creating Signature Stories, Strategic Messaging that Persuades, Energies, and Inspires, 2018, David
AAker, Morgan James Publishing
3. Strategic Brand Management (Fourth Edition), 2014, original work by Kevin Lane Keller, compiled by Xu Shitong, Huatai Book Company.
4. Brand Marketing and Management (Second Edition), 2014, written by Ding Ruihua, Princeton International Co., Ltd.
5. Brand Marketing Building The Brand-Driven Business, 2004, original work by Scott M. Davis, Michael Dunn, Chen
Translated by Xiuli and published by Zhongwei Development Center.
| 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 part ICP A tion |
25 | Personal Assignment 20%, Class Participation 5% |
| Mid-term Exam Mid-term Exam mid-term exam |
20 | |
| Teamwork Presentation Teamwork Presentation teamwork presentation |
25 | Teamwork Report 20%, Presentation 5% |
| Final Exam Final Exam final exam |
30 |
