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Fall 2012
Welcome to Brand Management!This course will focus on the basic building blocks of growing and managing a brand, as well as advanced and special topics of brand management that will provide a well-rounded look at issues in integrating the brand into overall marketing and company activities.
So many organizations now realize...that one of the most valuable assets in their portfolio is the brand associated with their products and services. In spite of the incredible value (or potential value) of the organization’s brand, marketing professionals and company executives
often do not understand how to successfully manage their brands within their overall marketing and corporate strategy efforts.
Although people most often think of... the brand as the name or logo associated with a product or service, the branding concept that we will use in this class considers the brand more broadly as everything that creates a certain amount of awareness, reputation, prominence, or loyalty - including the sensory, emotional, rational, and cultural images that you associate with a company or product.
As brand and product managers... we must actively and strategically manage each of the tools at our disposal to create consistent and holistic brand messages for our current and potential customers. Everything we do as a company has the opportunity to create necessary awareness and familiarity of our brands as well as the potential to create strong, favorable, and unique associations of our brands in the minds of consumers.
As a way of grounding our conversation...we will use the Customer-Based Brand Equity (Keller) framework as a focal point in understanding how we create, build, and maintain the maximum potential value of our brands. The brand equity
framework emphasizes that value of our brands always resides in the minds of our consumers and that the brand must play a strategic role in the overall strategy of the firm.
Brand Management
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Course Details, Objectives, & ApproachCourse, Time MKT 372-05030; T Th 11:00 - 12:30MKT 372-05030; T Th 11:00 - 12:30
Classroom UTC 1.116UTC 1.116
Office, Hours GSB 4.126K; Tuesdays 2:00-3:00, Wednesdays 10:00-11:00GSB 4.126K; Tuesdays 2:00-3:00, Wednesdays 10:00-11:00
Instructor & TA Stephen Walls, Ph.D. Allison Steinberg
e-mail [email protected] [email protected]
Phone m:512.422.1918 o:512.232.5985
Primary Course Objectives•Understand the terminology, concepts and activities of brand management•Understand the brand equity concept, including the general steps we can
take to create and grow the brand’s value:✴ Identify & establish the brand values & positioning✴ Plan & implement brand marketing programs✴ Measure & interpret brand performance✴ Continue to grow & sustain brand equity over the long-term
Secondary Course Objectives• Improve presentation and writing skills•Develop your personal brand
Course ApproachTo start with, it is important for you to understand branding-specific terminology, concepts, & activities. • The first step in accomplishing this will be for you to read the assigned
chapters by the dates outlined in the schedule. • In addition, our class discussions will reinforce key concepts.
Reading text chapters and attending class is, however, only the first step. To really understand this material, you must also learn to apply it. To accomplish this, we will also have:• Assigned readings from “popular press” sources (e.g., The Wall Street Journal)• Class discussions & activities• Several assignments & exams intended to give you an opportunity to apply what you have learned
Class Resources1. Kellogg on Branding edited by Tybout & Calkins (UT Co-op or at online retailers)
2. Popular Press Articles (Blackboard) & HBSP Articles & Cases (McCombs Printing Center)
3. Lecture Slides & Course Assignments (Blackboard)
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A few of my thoughts on teaching...My goal is to provide tools and create an environment for learning. I believe my responsibility as an
instructor is to ensure that this class contributes to the overall return on your investment by providing a worthwhile set of tools and resources and doing my best to demonstrate how interesting and important this topic can be to you and the world-at-large.
Since you all learn in different ways, your responsibility is to take advantage of all the resources provided in all the ways that are best for you. I expect you to be very active in your learning, rather than sitting on the sidelines as a passive observer. I have created a fairly specific structure to this course, but will maintain flexibility so that we can adapt to the needs and desires of those participating.
Throughout this course I am trying to encourage you to read the material from the resources provided, critically think about how they apply to a variety of marketing circumstances, make connections to concepts larger than marketing, and consider how you will make the world a better place through your work.
Class ParticipationYou are all bright people who learn in different ways. Because you all come from a variety of experiences and backgrounds, I am hoping that each of you will contribute greatly to the knowledge built in this class by sharing your thoughts. Come prepared to engage in the discussions, whether you actually speak out loud or not, by not just reading the required cases and chapters, but by also forming opinions and questions about the material presented. I will call upon you from time to time, but these will not be attempts to harass or embarrass you, I promise. I simply want to give everyone more experience in being prepared to speak on the spot about various topics. You can read details below of how class participation will be evaluated.
CommunicationCommunication is a key skill for anyone involved in any aspect of marketing, not to mention almost every other aspect of business. Communicating effectively includes the ability to organize your thoughts coherently and use language accurately so that the story is told in the best way possible. Although your assignments will be evaluated primarily on the basis of effort and content, you will also be evaluated on your ability to communicate effectively. This will apply to both written and oral presentations of your work.
Contacting MeThere is just no substitute for attending class to get all of the information you need - I do not send every instruction via email.
Please use email VERY sparingly - just talk to me before or after class or during office hours. Do not email assignments to me unless you’ve checked with me first, as they tend to get lost in the shuffle of my inbox. Never use email to discuss grades, express concerns, launch into passionate diatribes, or anything similar. Instead, set up time with me to discuss these things in person.
Also, I am really bad about checking my office voicemail, so if you have a true emergency, it is definitely best to call my mobile phone.
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Grading & Assignments
Participation 10% every day, excluding exam days Brand Thyself 10% Exam 1 15% Exam 2 15%Project: Inventory (Team) 10% Project: Exploratory (Individual) 10% Project: Final Presentation (Team) 20% Brand Case Written Responses 10% ______________________________________________________Total 100%
Grades will follow plus/minus system with the following cut-offs. 100-93=A, 92-90=A-, 89-87=B+, 86-83=B, 82-80=B-, 79-77=C+, 76-73=C, 72-70=C-, 69-67=D+, 66-63=D, 62-60=D-, and 59 or lower=F. Note: I will not round up - an 89.99 (as close as it is to 90) will still be a B+. I assume all assignments will be turned in on time and will penalize late assignments at my discretion (i.e. I will consider valid, documented reasons, but I will significantly penalize your grade if the lateness is unwarranted, including computer, printer, relationship, and transportation issues, just to name a few).
Class Participation & AttendanceAnswer questions, pose questions, provide insightful observations. Keep in mind that quality is an important component of this. Periodic cold calls also count here. Reading the assigned chapters and articles are the best way to prepare for the discussion.
Each class, you will receive a participation score from 0-3, based on the quality of your participation during that class. One point will be awarded for attending class that day. The second and third point will be awarded based on your quality of contribution that day. At the end of the session, the participation scores will be averaged across the entire class. If your total score is equal to or greater than the class average, then you will receive 10 points (or 10% of your total class grade). If your total score is below the class average, then you will receive between 0-9 points, based on the distribution of points across the class participation scores below the class average. Note that if your more than 10 minutes late to class or leave early, you will not receive the 1 point for attendance. Additionally, if tardiness becomes a chronic problem (e.g., consistently showing up 3-5 minutes late for class), then I will consider more penalties because of the disruption.
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Brand ThyselfGoal: Practice using brand-building concepts using a brand that you know well (or should get to know better).
Since 6th century B.C., “know thyself” has been a rallying cry of philosophers, psychologists, and brand instructors. In that spirit, you get the opportunity to develop yourself as a brand. Your task is to develop a branding proposal of you. While your presentation can be in any format you choose – PowerPoint slides, presentation “storyboards”, video, printed, electronic, etc. – it should include the following, at a minimum.
• target audience (potential partners, friends, employers - all or any of those)• core brand values• brand mantra• brand association (mental) map• brand building pyramid• brand position map (current and future, if different) & positioning statement• secondary associations / co-branding entities• at least one brand element: brand name, logo, slogan, jingle, or character
• optional extras that you can consider include: other brand elements, future directions for your brand, and anything else that would add to your brand.
You should also add any notes to the presentation that help me understand it better. Because you will not be there to present it to me directly, these notes will help further articulate your ideas. Grading for this assignment will be based on meeting the requirements above with an appropriate amount of effort, detail, creativity, and use of class concepts.
To help you stay on top of this, you’ll need to submit updates prior to submitting your final project. I suggest that you keep it electronically, but you can choose any format that works best for you. On the class session after each of the topics listed above, you’ll need to turn in an update of your project that includes a first attempt at applying that concept to your own brand. You can certainly change any of this before you turn in your final project, but I will be checking to make sure you’ve made some attempt. For each update missed, a point will be deducted from your final project score.
Mid-Term & Final ExamsGoal: Display mastery use of brand analysis techniques for exploring and articulating the basic sources of equity for a given brand and provide recommendations for improvement of their position.
Format: The exams will be based on our case studies, text, and class discussions. The exam itself will be based on a case that I put together. You will receive information about the case at least one week prior to the exam to facilitate studying, but you will not receive the actual questions until the time of the exam. The exam will consist of short essay questions and you will have the class period to respond. Be aware that all of your answers must be your own. Although you are allowed (and encouraged) to discuss the case with other classmates in preparing for the exam, you are NOT allowed to compose specific responses with other classmates.
Make-up policy: Since exams will be given during regular class times, I will expect there to be no conflicts in scheduling. I am not planning to offer make-up exams, so any request will be considered on a case by case basis.
Appeals: After taking an exam, you may submit an appeal on any question for which you believe there is some cause for review. Each appeal must be made by the end of the second class session following the return of the exam and must include the specific reason for the appeal, including the explanation for the reason why you believe the answer you provided is the best choice, along with documentation or a citation as backup for your exam response (e.g., passage from the textbook, lecture slide, etc.).
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Brand Audit ProjectGoal: Develop brand analysis & research skills, encourage preparation and critical thinking for class discussions, and provide
opportunities to speak in public about your thoughts and opinions.
You all will be placed on teams based on your brand interests and background. Each team will choose a brand for which they will conduct a brand audit as a case study for class discussion. There will be 4 phases of the project, as briefly described below. More information about this project will be distributed in a separate handout, but following is some basic information. Most of the project structure was developed by Prof. Broniarczyk.
Brand Inventory (Team)The inventory catalogs everything about the brand as it exists today in the marketplace. It can contain historical information about the brand, as long as it provides relevant information about the current state of the brand. While much of the inventory is a collection of all of the brand artifacts, there will likely be some analysis associated with the foundational aspects of the brand, including core values, positioning, and other aspects of the brand framework. Teams should also identify good articles or other reading material for the class to read prior to the team’s presentation.
Brand Meaning Audit: Customer Exploratories (Individual)An important aspect of the audit is capturing the meaning of the brand through customers’ eyes and this first research step will be a deep dive into the customer perceptions of the brand. Each student will be responsible for conducting research with 2 different participants from the target market. Research technique options will be provided. Brand Meaning Audit: Surveys (Team)Using the inventory and preliminary exploratory insights, the team will develop a 15-20 question survey to gain further insights into the target market’s awareness and associations of the brand. Prof. Walls and/or the TA will be available to review the survey prior to distribution and the sample size will be a minimum of 30 participants from the target market.
Final Report & Presentation (Team)The final report and presentation will incorporate all of your previous work and should be primarily focused on identifying and offering solutions for specific challenges that the brand is facing. The challenges should be primarily associated with your brand topic (e.g., brand extensions), although other challenges and recommendations can be included. The presentation should be structured in a way that drives some class discussion. Each team will have one-half of a class period to present and discuss their case.
Brand Case Written Responses (Individual)During the project presentation class dates when your team is NOT presenting, you must choose one of the brands being presented for that topic, read the articles distributed by the presenting team, and write responses to questions posed regarding the brand case study.
Written responses must be at least one-page of text in length (single-spaced, not including the restatement of questions posed and extra spaces included for formatting) and submitted in paper copy to the TA prior to the start of class time. If you must be absent for a class period, you must submit the responses in paper copy to the TA in advance of the class (any exceptions to this must be approved by the TA in advance - do NOT just send an email with your responses without prior approval as it will not be accepted). Late submissions will NOT be accepted (including running to the printer after class because you forgot or could not print it out prior to class).
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Academic IntegrityDon’t cheat. Integrity is important in the “real world” and the classroom alike. The bottom line is that I will not be tolerant of any unethical behavior in any way shape or form and will seek out the maximum penalties for any student violating the University’s policies. Please read the “University Policies” section below for more details and links to the official policy.
Students are often confused about academic dishonesty when it comes to projects/papers. The most common confusion is with plagiarism. If you are confused, here is a great tutorial: http://www.lib.utexas.edu/services/instruction/learningmodules/plagiarism/. The basic rule to avoid plagiarism is to simply cite your sources: If it’s not your idea, then cite the source. You can use APA style (or any other style) to cite references as long as you are consistent. Try this link for details about APA style: http://www.lib.utexas.edu/students/citing/online/apa.html
Plagiarism. n 1: a piece of writing that has been copied from someone else and is presented as being your own work 2: the act of plagiarizing; taking someone's words or ideas as if they were your own, WordNet 2.0 (2003), Princeton University, from www.dictionary.com.
University PoliciesThe McCombs School of Business has no tolerance for acts of scholastic dishonesty. The responsibilities of both students and faculty with regard to scholastic dishonesty are described in detail in the Policy Statement on Scholastic Dishonesty for the McCombs School of Business:
By teaching this course, I have agreed to observe all of the faculty responsibilities described in that document. By enrolling in this class, you have agreed to observe all of the student responsibilities described in that document. If the application of that Policy Statement to this class and its assignments is unclear in any way, it is your responsibility to ask me for clarification. Policy on Scholastic Dishonesty: Students who violate University rules on scholastic dishonesty are subject to disciplinary penalties, including the possibility of failure in the course an/or dismissal from the University. Since dishonesty harms the individual, all students, and the integrity of the University, policies on scholastic dishonesty will be strictly enforced. You should refer to the Student Judicial Services website at http://deanofstudents.utexas.edu/sjs/ or the General Information Catalog to access the official University policies and procedures on scholastic dishonesty as well as further elaboration on what constitutes scholastic dishonesty.
Password-protected class sites will be available for all accredited courses taught at The University. Syllabi, handouts, assignments and other resources are types of information that may be available within these sites. Site activities could include exchanging e-mail, engaging in class discussions and chats, and exchanging files. In addition, class e-mail rosters will be a component of the sites. Students who do not want their names included in these electronic class rosters must restrict their directory information in the Office of the Registrar, Main Building, Room 1. For information on restricting directory information see: http://www.utexas.edu/student/registrar/catalogs/gi02-03/app/appc09.html.
The University of Texas at Austin provides upon request appropriate academic accommodations for qualified students with disabilities. For more information, contact the Office of the Dean of Students at 471-6259, 471-4641 TTY.
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Session Date Day Topic Reading
1 30-Aug Thu Course Overview
2 4-Sep Tue Introduction to Strategic Branding “How Do Brands Create Value?” Keller & Lehmann, Marketing Management, 2003“What Great Brands Do” FastCompany“Energizer & Duracell” BrandChannel KOB Introduction
3 6-Sep Thu The Brand as a Relationship: Brand Meaning & Customer-Based Brand Equity
KOB Ch 3“Netflix CEO Says He’s Sorry - Sort Of” WSJ“Best Global Brands” Interbrand“Living By the Book of Apple” WSJ
4 11-Sep Tue Branding with Intention: Core Values & Brand Promise
KOB Ch 12, 18, 19, & 20“Dove: Evolution of a Brand” HBSP
5 13-Sep Thu Connecting with Customers:Brand Positioning
KOB Ch 1, 4, 8, 14, & 15“Covergirl & Olay Simply Ageless”
6 18-Sep Tue Designing the Brand:Brand Elements
Brand Project Requests Due to TA by class start time
KOB Ch 2 & 16“Treating the Shock of a New Name” FT“Warmer, Fuzzier: The Refreshed Logo” NYT“The Name Game” Salon“Lessons from Tropicana’s Fruitless Design” brandchannel.com“4 Common Misperceptions About Trademarks” Interbrand
7 20-Sep Thu Designing the Brand:Marketing Programs
KOB Ch 9, 10, & 11“Branding in the Digital Age” HBSP“Ansell Q&A”
8 25-Sep Tue Designing the Brand:Brand Communications
KOB Ch 7“Nike, Carlsberg Ambush Way to World Cup Buzz” AdAge
9 27-Sep Thu Designing the Brand:Secondary Associations
“Brand Shortcuts” Keller, 2005“How Phelps Became the Face of PureSport” WSJ
10 2-Oct Tue Measuring the Brand: Sources of Brand Equity
Brand Thyself Due by the class start time
KOB Ch 13 (pp. 244-260)“Analyzing Consumer Preferences” HBSP“Seeing the Voice of the Customer (ZMET)” Zaltman & Coulter, 1995“Mapping Consumers’ Mental Models with ZMET” Christensen & Olson, 2002“Brand Concept Maps” John, et al., 2006
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Session Date Day Topic Reading
11 4-Oct Thu Exam 1 Review
12 9-Oct Tue Project Update: Brand Inventories All Project Updates Due via Bb by the class start time
13 11-Oct Thu Project Update: Brand Inventories
14 16-Oct Tue Exam 1
15 18-Oct Thu Measuring the Brand: Outcomes of Brand Equity
KOB Ch 13 (pp. 260-269)“Interbrand’s Method for Valuating the Best Global Brands” Interbrand“If Brands Are Built Over Years...” HBSP“Taxonomy of Brand Valuation Practice” Salinas & Ambler, 2009
16 23-Oct Tue Hierarchies & Portfolios KOB Ch 6“Are the Strategic Stars Aligned for Your Corporate Brand?” HBSP“Wash Away Bad Hair Days” WSJ“Products, Products Everywhere” WSJ
17 25-Oct Thu Brand Extensions KOB Ch 5“Nike’s Women’s Movement” FastCompany
All Individual Exploratories Due via Bb by 11:59 PM March 25
18 30-Oct Tue Private-Label Branding “Rise of Private-Label Products...” WSJ“Amazon is Selling Designs of Its Own” WSJ
19 1-Nov Thu Managing Brands Across Time “Managing Brands for the Long Run” Keller, 1999“Gatorade Goes Back to the Lab” BusinessWeek“Gap: Decline of a Denim Dynasty” Fortune
20 6-Nov Tue Managing Brands Across Cultures KOB Ch 17TBD
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Session Date Day Topic Reading
21 8-Nov Thu Student Presentations:Hierarchies & Portfolios
22 13-Nov Tue Student Presentations:Brand Extensions or Private-
Label Branding
23 15-Nov Thu Student Presentations:Managing Brands Across Time
24 20-Nov Tue Student Presentations:Managing Brands Across
Cultures
22-Nov Thu Thanksgiving Holiday
25 27-Nov Tue Student Presentations:Executing the Brand Online
26 29-Nov Thu Exam 2 Review
27 4-Dec Tue Branding Ethics “Ethical Branding & Corporate Reputation”“Target Discovers Downside to Political Contributions” WSJ
28 6-Dec Thu Exam 2
Wrap-Up & Final Thoughts
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Syllabus AcknowledgementStrategic Brand Management - Fall 2012
By signing below, I, ______________________________, acknowledge that I have received the syllabus for the course indicated above and fully understand its contents. Specifically, I understand the objectives for this course and how my performance will be evaluated. I also understand the policies associated with class resources, grade distribution across assignments, determination of the final letter grade, exam formats, exam dates & times, team projects, class attendance & participation, and academic integrity. I also understand that I should contact the professor or teaching assistant as soon as possible with any questions or issues regarding course contents or procedures.
_____________________________ __________________
Signature Date
