Brand Management Bundle

Give Students an Early Brand Management Resume Point

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Register for the Brand Management Launch on January 13!

Brand Management Key Learning Objectives

Take Students Beyond the Basics of Branding

Brand Management Roles
Students will gain an understanding of the roles, responsibilities, and skills in brand management.

Value Creation
Students will investigate how brands foster value creation through strategy, identity, relevance, and other important concepts.

Brand Positioning
Students will learn the strategies and importance behind brand positioning.

Brand Extension Types
Students will explain why brands use extensions and differentiate between extension types.

Brand Identity
 Students will have opportunities to identify how brand identity supports the overall brand and business.

Internal Branding and External Branding
Students will understand the differences between internal and external branding.

Customer Engagement and Satisfaction
 Students will recognize the importance of customer engagement and satisfaction behind a brand.

Measuring Brand Performance
 Students will examine how brand performance is measured and apply a brand performance framework to existing business scenarios. 

The Role of Communication
Students will examine the critical role that communication plays in brand management and brand positioning.

Foreign Market Entry
 Students will apply brand management knowledge to foreign market entry.  

Digital and General Brand Management
Students will understand the differences in brand management in a digital environment and general brand management.

Small Business Branding
and Big Company Branding

Students will recognize the differences between small business branding and big company branding and the unique challenges that come with each. 

Brand Management Roles: Students will gain an understanding of the roles, responsibilities, and skills in brand management.

 

Brand Positioning: Students will learn the strategies and importance behind brand positioning.

 

Brand Identity: Students will have opportunities to identify how brand identity supports the overall brand and business.

 

Customer Engagement and Satisfaction: Students will recognize the importance of customer engagement and satisfaction behind a brand.

 

The Role of Communication: Students will examine the critical role that communication plays in brand management and brand positioning.

 

Digital and General Brand Management: Students will understand the differences in brand management in a digital environment and general brand management.

Value Creation: Students will investigate how brands foster value creation through strategy, identity, relevance, and other important concepts.

Brand Extension Types: Students will explain why brands use extensions and differentiate between extension types.

 

Internal Branding and External Branding: Students will understand the differences between internal and external branding.

 

Measuring Brand Performance: Students will examine how brand performance is measured and apply a brand performance framework to existing business scenarios. 

 

Foreign Market Entry: Students will apply brand management knowledge to foreign market entry.  

 

Small Business Branding and Big Company Branding: Students will recognize the differences between small business branding and big company branding and the unique challenges that come with each. 

Courseware Table of Contents

Brand Management & Strategy Courseware

Chapter 1: Introduction
Chapter 2: Purpose
Chapter 3: Strategy
Chapter 4: Directing the Brand
Chapter 5:Receiving the Brand
Chapter 6: Identity and Elements
Chapter 7: Experience
Chapter 8: Communications
Chapter 9: Digital 

Chapter 10: Value
Chapter 11: Innovation
Chapter 12: Brand Types
Chapter 13: Architecture 
Chapter 14: Internal Brand
Chapter 15: Measurement and Performance
Chapter 16: Global
Chapter 17: Small Business vs. Big Company

Courseware Table of Contents

Chapter 1: Introduction 

Chapter 2: Purpose

Chapter 3: Strategy 

Chapter 4: Directing the Brand 

Chapter 5: Receiving the Brand 

Chapter 6: Identity and Elements 

Chapter 7: Experience 

Chapter 8: Communications

Chapter 9: Digital 

Chapter 10: Value

Chapter 11: Innovation

Chapter 12: Brand Types 

Chapter 13: Architecture 

Chapter 14: Internal Brand

Chapter 15: Measurement and Performance 

Chapter 16: Global

Chapter 17: Small Business vs. Big Company

Mimic Brand Management

Key Learning Objectives

In this simulation, students will play the role of an assistant brand manager for Buhi Supply Co.

Defend and Uphold the Brand
Students will gain hands-on experience upholding public perception of a brand.

Brand Guide
Students will map the buyer's journey for the online and in-store experiences, then create a brand guide for marketing materials.

Collecting Insights
Students will be tasked with gaining insights from customers and using those insights to improve the brand.

Line Extension
Students will architect a line extension for the brand.

Adjusting the Brand
Students will see how changing price, positioning, and product impacts a brand's performance.

Co-branding
Students will select co-brand opportunities and manage the relationship(s).

Mimic Brand Management Roadmap

Round 1: Research Brand Improvements 

Round 2: Reposition the Brand

Round 3: Communicate the Right Message and Refine the Media Mix

Round 4: Landing Page A/B Testing and Updated Media Mix

Round 5: Awareness of the Buyer's Journey and Online Customer Experience

Round 6: Consideration of the Buyer's Journey and In-store Customer Experience

Round 7: Architect a Line Extension

Round 8: New Competitor

Round 9: Co-branding for Brand Equity

Round 10: Co-branding for Audience

Round 11: Working with Co-branding

Round 1: Research Brand Improvements 

Round 2: Reposition the Brand

Round 3: Communicate the Right Message and Refine the Media Mix

Round 4: Landing Page A/B Testing and Updated Media Mix

Round 5: Awareness of the Buyer’s Journey and Online Customer Experience

Round 6: Consideration of the Buyer’s Journey and In-store Customer Experience

Round 7: Architect a Line Extension

Round 8: New Competitor

Round 9: Co-branding for Brand Equity

Round 10: Co-branding for Audience

Round 11: Working with Co-branding

Defend and Uphold the Brand: Students will gain hands-on experience upholding public perception of a brand.

 

Collecting Insights: Students will be tasked with gaining insights from customers and using those insights to improve the brand.

 

Adjusting the Brand: Students will see how changing price, positioning, and product impacts a brand’s performance.

Brand Guide: Students will map the buyer’s journey for the online and in-store experiences, then create a brand guide for marketing materials.

 

Line Extension: Students will architect a line extension for the brand.

 

Co-branding: Students will select co-brand opportunities and manage the relationship(s).

The Most Up-to-date Brand Management Courseware

Updated every year based on instructor and student feedback.

Includes many resources that help you teach a more engaging course.

Backed by the best customer support team.

About the Author

Terry Sullivan

Terry Sullivan

Terry Sullivan has 30 years of business experience as an entrepreneur and corporate employee. As a marketing consultant and small business coach, Terry has worked with hundreds of businesses of all sizes. With 12 years of experience as an assistant and adjunct professor at Webster University in St. Louis, Missouri, Terry has taught and developed courses in a variety of subjects, including advertising research, analytics for strategic communications, and digital marketing. He is also the author of “Six To Fix: Six Strategic Areas of Marketing to Grow a More Valuable Small Business.”

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Available Fall 2023