Knowledge

The student...

understands how brands create psychological value for consumers and finiancial value for the brand´s owners
understands what brand associations are and how the different types of associations represent brand awareness and brand knowledge
understands how brand elements contribute to building brand identity
can explain how associations transfer between attitude objects and how this mechanism is used to grow and extend brands
can explain the importance of brand architecture and how this creats value for the brand’s owner
can explain how marketing communication creates brand awareness and brand knowledge
can explain how employees can contribute in creating brands

Skills

The student...

knows how to analyse a brand - identifying the key types of brand associations and defining the the brand's positioning
knows how to position a brand
knows how to identify and exploit brand growth opportunities
knows how to define appropriate communication goals for a brand, based on analysis of the brand´s current competitive position in the market

General competence

The student...

is able to contribute in the strategic processes and deliberations involved in creating brand value
can deliberate on how brands affect - and are affected by - a modern society

Subject description 6338

Branding Management