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Major Module IV

Brand Management

Lecture (14266.0100)

            Instructor: Prof. Dr. Franziska Völckner
            Date & Time: see Klips 
            The lecture takes place online via Zoom.

Exercise (14266.0101)

            Instructor: Paula Liebig M.Sc.
            Date & Time: see Klips 
            The exercise takes place online via Zoom.

Examinations

The examination consists of a written exam of 60 minutes. 

Examination Dates: 
1st exam
Date: tba
Time: tba
Location: tba

2nd exam
Date: tba
Time: tba
Location: tba

Please keep in mind that you need to register for the examination within the corresponding registration period. It is NOT possible to register after the registration period. Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine 60-minütige schriftliche Prüfung abgelegt werden.

Prüfungsdaten: 
1. Termin: wird noch bekannt gegeben
2. Termin: wird noch bekannt gegeben

Bitte beachten Sie, dass Sie sich nur innerhalb der vorgegebenen Fristen für die Klausur anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden. Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle klausurbedingten Fragen.

Content

Brands are one of the most valuable assets for many companies. Consequently, companies invest large amounts of money to build and maintain their brands. In this course we will discuss essential challenges managers face in building and managing strong brands. We will discuss what brands are and why they matter for consumers and companies. We will discuss the concepts of customer-based brand equity and brand value and how to build brand equity. Furthermore, we will elaborate on alternative branding strategies and how to manage brand portfolios. Finally, we will discuss challenges in the retail branding domain. The pedagogy of the course will entail both conceptual and applied elements, including guest lectures, discussions in class, and presentations by students.