UNIVERSITY OF MINNESOTA CARLSON SCHOOL OF MANAGEMENT. Term: Spring Semester 2014 Office Hours: T,Th by Appt. (3-175)

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1 UNIVERSITY OF MINNESOTA CARLSON SCHOOL OF MANAGEMENT MKTG 6082: Brand Management Professor: Deborah Roedder John Term: Spring Semester 2014 Office Hours: T,Th by Appt. (3-175) Classroom: CSOM Course Objectives Firms are now realizing that brands are one of the most valuable assets they possess. Brand Management is an advanced MBA elective that addresses many of the strategic areas of brand asset management in business entities. The objectives of this class are: 1. To increase awareness and understanding of major issues in building and managing brand assets 2. To communicate effective frameworks for understanding brand strategy decisions, along with important streams of empirical evidence 3. To enhance analytical skills in evaluating brands, thereby gaining skills in understanding a brand s strengths, weaknesses, and challenges 4. To provide resources and skills helpful for learning more about brand management Course Materials Course materials include a set of readings and cases: 1. Text: Instead of a traditional textbook, I am making a small book I have written on brand management available for free on Moodle. The book covers the basic topics we will cover this term in a concise format, and will sync with the power points for class lectures. 2. Readings: Readings consist of academic and practitioner journal articles. A complete list of readings is included at the end of the syllabus. All articles, except those from Harvard Business Review, are available for free download or printing from my Moodle page (Go to Library Resources Access Library Readings). You can print copies or download to your hard drive or other storage device instead of paying over $200 for a printed packet from the bookstore. Articles from HBR are available in the course packet you will order from Harvard Business Publishing (see below). 3. Cases: A course packet is available for purchase directly from Harvard Business Publishing for Educators website. You will need to register on the website, if you haven t already, and pay with a credit card. You have the option of downloading the material to your computer, or for an extra charge, ordering a print copy of the materials. Access the packet here:

2 Course Requirements and Performance Assessment Performance will be evaluated on the following basis: 1. Brand Audit Project: a. Written Report - Part I 20% b. Written Report - Part II 25% c. In-class Presentation 5% 2. Written Cases 10% 3. Class Participation 20% 4. Final Exam 20% Brand Audit Project Students will form brand audit teams, composed of 4-6 members, to work on this project. Your assignment is to select a brand and conduct a brand audit. Each team must study a different brand and brands are assigned on a first come, first serve basis. Brand audits will be conducted in two parts: (1) brand definition and (2) brand inventory. Brand definition involves defining the brand image in the consumer s mind. In doing so, the audit should provide management with a clear picture of how consumers think about the brand and what the greatest sources of equity are for the brand. The major deliverable should be a mental map of the brand. A variety of sources of information can be used to assemble this profile. Students are encouraged to consult trade magazines and business publications, conduct their own survey or interviews, and consult with company sources if available. The second part of the brand audit is a comprehensive summary and evaluation of the firm s branding program. How has the brand been built advertising, new products, retail experiences? How is the brand being leveraged brand extensions or co-branding? Are there any opportunities being overlooked? To answer these questions, students need to inventory the firm s branding efforts (using the BLIP model: building, leveraging, identifying, protecting), critically analyze those efforts, and make suggestions for new branding programs. Teams will summarize findings from their brand audits in two written reports and one in-class presentation. Each written report is limited to 12 pages of double-spaced 12-point text plus 10 pages of supporting exhibits and/or tables. You should submit two paper copies of each report. In-class presentations are limited to 15 minutes; date and order of presentation will be determined by lottery. The following due dates apply: Part I: Draft of Survey February 4 Part I: Data Collection Plans February 11 Part I: Report Outline March 4 Part I: Written Report March 13 Part II: Report Outline April 22 Part II: Presentation May 6 & May 8 Part II: Written Report May 6

3 Class Participation Class meetings will include lectures, in-class activities, cases, and discussions. For cases, students will be given a grade for each discussion depending on the quality and quantity of their contributions. Valuable contributions are those that enhance the understanding of the issues in the case, including raising new issues, providing new analyses that support or undermine particular courses of action, and raising questions about the points or analyses offered by other students. Simply providing an opinion, without reference to case facts, marketing concepts, or branding concepts does not constitute a quality contribution. For other discussions, including brand insights and journal articles, student will receive credit for quality participation. For discussions of journal articles, students will be given an opportunity to summarize the key objectives and findings from each article as we begin our discussion. Students will also be asked to respond to questions about the connections between articles as well as managerial implications of these articles. Written Cases Students are required to submit a written report for two of the assigned cases. You may select any two cases, but at least one written case must be submitted prior to Spring Break. Each written report is limited to 3 pages of double-spaced 12-point text. If you wish, you may use a bullet format (with single-spaced bullets). You may attach one additional page of any type of analysis you have prepared tables, graphs, numerical analysis, etc. A hard copy of the written report is due prior to the beginning of our class discussion. I suggest that you print out two copies of your written case one to hand into me at the beginning of class and one you can refer to during our case discussion. Final Exam The final exam will consist of two mini-cases, which will ask you to identify branding concepts and journal article readings that would be useful in addressing specific case issues. All reading material, except cases, will be included on the exam. A Note on Journal Article Reading We will be reading a set of articles on branding topics from management and academic journals. Because branding is an emerging topic, students need to develop skills in reading from these sources that capture the newest issues and empirical findings in the area. In general, source material from journal articles takes 3-10 years to be translated into textbook content. You will be expected to read articles to understand the key issues being addressed and the major findings. You are not responsible for knowing specific details regarding experimental design, statistical procedures, or background readings not assigned as part of this class. Many students find the following method to be very efficient: (1) read the introduction to identify the key issues and objectives; (2) skim the method section and results; (3) read the discussion section to identify the key findings and their importance. Writing a brief summary of each article, with key issues and results in bullet points, can be very useful for the final exam.

4 Course Structure and Weekly Assignments Week Date Topic Assignments I. COURSE INTRODUCTION 1 1/21 Brand Management Trends Readings: Lodish & Mela 2007; Brand Management BLIP Model Aaker /23 BRAND AUDIT WORKSHOP: Readings: Brand Audit Briefing; Lecture: Preparing a Brand Audit Brand Audit Reports (Parts I & II) Briefing: Wilson Business Library DUE: Audit Team Preferences II. IDENTIFYING & MEASURING BRANDS 2 1/28 Defining Brand Identity Text: pp. 4-5 Elements of Brand Identity Case Discussion Case: Van s 1/30 Brand Image Measures Text: pp Readings: Zaltman & Coulter 1995; John et al. 2006; Aaker 1997 (skim) 3 2/4 BRAND AUDIT WORKSHOP: DUE: Draft of Brand Survey Lecture: Brand Image Surveys (Hand in end of class) Brand Audit Team Meetings 2/6 Brand Value Measures Text: pp Readings: Interbrand Best Global Brands (access at Branding Insights Discussion Branding Insights #1: Analyzing Consumer Brand Data 4 2/11 BRAND AUDIT WORKSHOP: DUE: Final Data Collection Plans Team Meetings w/ Prof. John (1-page summary + Final Survey) III. BUILDING BRANDS 2/13 Case Discussion (Q.1 & Q.2) Case: Security Capital Pacific Trust Establishing Brand Identity: Text: pp. 4-7 Points of Parity & Differentiation Readings: Keller 2000; Keller et al Brand Identity Structure

5 5 2/18 Case Discussion (Q.3 & Q.4) Case: Security Capital Pacific Trust 2/20 Communicating Brand Identity: Text: pp Product, Promotion, Price, Place Readings: Mitchell 2002; Mangold & Social Media Strategy Faulds 2009; Fournier & Avery 2011; Weinberg & Pehlivan 2011 Branding Insights Discussion Branding Insights #2: (Note: Bring Your Laptop) Analyzing Brand Communications 6 2/25 Case Discussion Case: BMW Z3 Roadster 2/27 Guest Speaker: TBA 7 3/4 BRAND AUDIT WORKSHOP: DUE: 1-Page Report Outline Team Meetings w/ Prof. John (Section headings and sub-headings) 3/6 Developing Brand Architecture Text: pp Brand Portfolio Considerations Readings: Aaker & Joachimsthaler 2000; Aaker 2004 Branding Insights Discussion Branding Insights #3: Analyzing Brand Architecture 8 3/11 Case Discussion Case: Computer Power Group 3/13 Guest Speaker: TBA DUE: Brand Audit Part I 3/18-3/20 Spring Break IV. LEVERAGING BRANDS 9 3/25 Line Extensions Text: pp Brand Extensions Readings: Aaker & Keller 1990; Lane 2000; Volckner & Sattler 2006; Monga & John /27 Case Discussion Case: McDonald s Hotels 10 4/1 Brand Alliances: Readings: Rao & Ruekert 1994: Ghosh Co-Branding & John 2009; Simonin & Ruth 1998; Ingredient Branding Votolato & Unnava 2006 Case Discussion Case: Inside Intel Inside

6 4/3 BRAND AUDIT WORKSHOP: Readings: Brand Audit Briefing Briefing: Brand Audit Part II Brand Audit Team Meetings V. PROTECTING BRANDS 11 4/8 Sources of Brand Dilution Text: pp Brand Protection Strategies Readings: Loken & John 2010; Tybout & Roehm 2009 Branding Insights Discussion Branding Insights #4: Domino s in Trouble 4/10 Trademark Law Guest Speaker: TBA 12 4/15 Branding Insights Discussion Branding Insights #5: Brand Extensions Gone Wild Brand Extension Dilution Readings: John, Loken, & Joiner 1998 When Does Dilution Occur? Swaminathan, Fox, & Reddy 2001; Milberg, Park, & McCarthy /17 Case Discussion Case: Mountain Man Brewing 13 4/22 BRAND AUDIT WORKSHOP: DUE: 1-Page Report Outline Team Meetings w/prof. John 4/24 Revitalizing Diluted Brands Readings: Keller 1999 Case Discussion Case: Burberry 14 4/29 BRAND AUDIT WORKSHOP: Brand Audit Team Meetings 5/1 Protecting Brands in Crisis Guest Speaker: TBA VI. BRAND AUDIT INSIGHTS 15 5/6 Brand Audit Presentations DUE: Brand Audit Part II 5/8 Brand Audit Presentations FINAL EXAM Week May 12-17

7 Branding Insights Information Branding Insight #1: Analyzing Consumer Brand Data This is an in-class exercise. You do not need to prepare anything in advance. 1. Your group will be given a set of consumer surveys and collages for a brand. The data contains information about their perceptions of the brand. 2. Your job is to figure out the core brand identity from these data. Your group should come up with the top 5 brand associations for this brand to share for class discussion. Branding Insight #2: Analyzing Brand Communications This is an in-class exercise. You do not need to prepare anything in advance. 1. Each group will be given a brand to research online. For example, you can access the company s website, facebook page, and youtube videos. 2. Your job is to identify what the brand is trying to communicate what is the brand saying to consumers? And, how clearly do you believe they are communicating? Branding Insight #3: Analyzing Brand Architecture This is an in-class exercise. You do not need to prepare anything in advance. 1. Each group will be given a set of marketing materials showing the family of products and services marketed under different brands. 2. Your job is to identify what type of brand architecture is being used for each brand: Is it a house of brands, branded house, subbrand, endorsed brand, or a combination? Use the Aaker & Joachmimstaler (2000) reading as a reference. Branding Insight #4: Domino s in Trouble Read the brief Domino s case. Be prepared to discuss the following questions. 1. How would you rate the Domino s video as a brand crisis? What factors suggest that it is worthy of management attention? Use the Tybout & Roehm (2009) article as a reference. 2. How would you rate Domino s response to the crisis? What did they do right and what did they do wrong? Use the Tybout & Roehm (2009) article as reference. Branding Insight #5: Brand Extensions Gone Wild Prepare for class discussion: 1. Identify a brand extension that you feel is totally inappropriate or ineffective. Why? 2. Bring a picture or advertisement or the item to class if possible. 3. The class will cast votes for the worst brand extension presented. The winner will be announced at the next class and, the winner will receive a gift certificate.

8 Detailed Course Material Information: Cases and Readings Cases The following materials are included in the course packet: 1. Vans: Skating on Air 2. Security Capital Pacific Trust 3. Launching the BMW Z3 Roadster 4. Computer Power Group 5. McDonald s and the Hotel Industry 6. Inside Intel Inside 7. Domino s Pizza 8. Mountain Man Brewing Company 9. Burberry 10. PLUS: Harvard Business Review articles List of Readings: 1. TEXT. Deborah Roedder John, Strategic Brand Management: A Primer for Building and Managing Brands. 2. Leonard M. Lodish and Carl F. Mela, If Brands are Built Over Years, Why Are They Managed Over Quarters? Harvard Business Review, July-August 2007, pp David A. Aaker, Win the Brand Relevance Battle and Then Build Competitor Barriers, California Management Review, Winter 2012, Vol. 54 (#2), pp Gerald Zaltman and Robin Higie Coulter, Seeing the Voice of the Customer: Metaphor-Based Advertising Research, Journal of Advertising Research, Vol. 35, No. 4, 1995, pp Deborah Roedder John, Barbara Loken, Kyeong-Heui Kim, and Alokparna Basu Monga, Brand Concept Maps: A Methodology to Identify Brand Association Networks, Journal of Marketing Research, Vol. 43, No. 4, November 2006, pp Jennifer Aaker, Dimensions of Brand Personality, Journal of Marketing Research, Vol. 34, No. 8, 1997, pp Interbrand, Best Global Brands (Go to and access the Top 100 Global Brands report. Skim the listing of the Top 100 Global Brands and read the methodology description.) 8. Kevin Lane Keller, The Brand Report Card, Harvard Business Review, January-February 2000, pp Kevin Lane Keller, Brian Sternthal, and Alice M. Tybout, Three Questions You Need to Ask About Your Brand, Harvard Business Review, September 2002, pp

9 10. Colin Mitchell, Selling the Brand Inside, Harvard Business Review, January 2002, pp W. Glynn Mangold and David J. Faulds, Social Media: The New Hybrid Element of the Promotion Mix, Business Horizons, 2009, vol. 52, pp Susan Fournier and Jill Avery, The Uninvited Brand, Business Horizons, 2011, vol. 54, pp Bruce D. Weinberg and Ekin Pehlivan, Social Spending: Managing the Social Media Mix, Business Horizons, 2011, Vol. 54, David A. Aaker and Erich Joachimsthaler, The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, California Management Review, Vol. 42, Summer 2000, David A. Aaker, Leveraging the Corporate Brand, California Management Review, Vol. 46, Spring 2004, pp David A. Aaker and Kevin Lane Keller, Consumer Evaluations of Brand Extensions, Journal of Marketing, Vol. 54, No. 1, January 1990, F. Volckner and H. Sattler, Drivers of Brand Extension Success, Journal of Marketing, Vol. 70, No. 2, 2006, pp Vicki R. Lane, The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions, Journal of Marketing, April 2000, pp Alokparna Basu Monga and Deborah Roedder John, Cultural Differences in Brand Extension Evaluation: The Influence of Analytic vs. Heuristic Thinking, in Journal of Consumer Research, Vol. 33, March 2007, Akshay R. Rao and Robert W. Ruekert, Brand Alliances as Signals of Product Quality, MIT Sloan Management Review, Fall 1994, pp Bernard L. Simonin and Julie A. Ruth, Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes, Journal of Marketing Research, Vol. 35, No. 2, February, 1998, pp Nicole Votolato and H. Rao Unnava, Spillover of Negative Information on Brand Alliances, Journal of Consumer Psychology, Vo. 16, 2006, pp Mrinal Ghosh and George John, When Should Original Equipment Manufacturers Use Branded Component Contracts with Suppliers, Journal of Marketing Research, October 2009, pp Barbara Loken and Deborah Roedder John, Understanding Sources of Brand Dilution: Insights from Twenty-Five Years of Research in Marketing, Working paper, University of Minnesota, Alice M. Tybout and Michelle Roehm, Let the Response Fit the Scandal, Harvard Business Review, December 2009.

10 26. Deborah Roedder John, Barbara Loken, and Christopher Joiner, The Negative Impact of Extensions: Can Flagship Products Be Diluted? Journal of Marketing, Vol. 62, No. 1, January 1998, pp Vanitha Swaminathan, Richard J. Fox, and Srinivas K. Reddy, The Impact of Brand Extension Introduction on Choice, Journal of Marketing, Vol. 65, October 2001, pp Sandra J. Milberg, C. Whan Park, and Michael S. McCarthy, Managing Negative Feedback Effects Associated with Brand Extension: The Impact of Alternative Branding Strategies, Journal of Consumer Psychology, Vol. 6, No. 2, 1997, pp Kevin Lane Keller, Managing Brands for the Long Run: Brand Reinforcement and Revitalization Strategies, California Management Review, Vol. 41, No. 3, Spring 1999.