B : MANAGING BRANDS, IDENTITY AND EXPERIENCES

Transcription

1 B : MANAGING BRANDS, IDENTITY AND EXPERIENCES Columbia Business School Fall 2010 Bernd H. Schmitt 510 Uris Hall (212) CBS Teaching Assistant: Matthew Quint 323 Uris Hall (212) Office Hours: Please Prof. Schmitt to schedule a brief appointment before or after class during the week. METHOD OF EVALUATION Individual assignments 30% Group projects 40% Class and case participation 30% No final. No midterm. Note that given the nature of the course, you will not only be graded based on the analytic power of your ideas, but also based on your creativity. READINGS AND MATERIALS Required: Bernd Schmitt, Customer Experience Management. Wiley, and the following case and articles: SAP Building a leading technology brand Lenovo Building a global brand Samsung s Last Frontier Gabriela Salinas, The Concept and Relevance of Brand Hayes Roth, The Challenge of the Global Brand David Aaker, The Brand Relationship Spectrum Bergstrom, Blumenthal and Crothers, Why Internal Branding Matters: The Case of Saab Recommended: Kevin Lane Keller, Strategic Brand Management. Prentice-Hall, Bernd Schmitt, Experiential Marketing. The Free Press, David Aaker, Building Strong Brands. The Free Press,

2 COURSE DESCRIPTION Great brands stand for many different things in the minds of customers. But they all succeed in generating consumer interest, loyalty, even passion and enormous value for the companies that manage them. This course focuses on strategic and creative management of brands. It will examine how innovative managers create brands that connect with customers by studying customer lifestyles, tapping into cultural meanings, managing customer experiences, and executing brand strategies across touchpoints (from brand naming and visual identity to advertising, new media, retail, packaging, product innovation, and service). The syllabus also covers some brand valuation and analytics, but these topics are covered in more depth in other classes. Class sessions will combine case studies, practical management tools, industry speaker perspectives, and small group exercises. A group project will tie together all the concepts of the course in an applied challenge. Students are evaluated for their ability to master new concepts, think strategically, and generate truly creative solutions to everyday branding challenges. COURSE OBJECTIVES The objective of the course is to familiarize you with The creative and strategic nature of branding Practical frameworks for managing a brand and experience project Tools for implementing a brand strategy in visual identity, communications and new media The course will be useful for managing a brand and experience focused consulting project, and to position or reposition a brand as a brand manager in various industries (e.g., consumer goods, services, and technology). CONDUCT POLICIES You are expected to attend class sessions, participate actively, complete assignments, and follow the honor code. 2

3 COURSE SCHEDULE Day 1 (morning) Introduction Case: SAP Building a leading technology brand Branding Basics Reading: Schmitt Chapter 1, SAP Case Part A Day 1 (afternoon) Branding Process Brand Architecture and Extensions Case: Lenovo Building a global brand Reading: Lenovo Case; Aaker The Brand Relationship Spectrum ; Salinas s The Concept and Relevance of Brand Day 2 (morning) Brand Experience Case: Samsung s Next Frontier Reading: Samsung Case; Schmitt Chapters 2, 3 and 4 Day 2 (afternoon) Day 3 (morning) Retail Experience Tour (midtown NYC) Guest lecture: Hayes Roth, CMO, Landor Presentations on retail tour experience Guest Lecture: Juan Alfonso, VP, Marketing, ESPN International Reading: Roth s The Challenge of the Global Brand Day 3 (afternoon) Brand Research Brand Mood Board exercise 3

4 Day 4 (morning) Internal Branding Brands In Crisis Reading:, Schmitt Chapter 9, Bergstrom s Why Internal Branding Matters Day 4 (afternoon) Day 5 (morning) Google Presentation & Tour (at Google NYC headquarters) Brand Meaning Guest Lecture: David Rogers, Executive Director, Center on Global Brand Leadership Day 5 (afternoon) Personal Branding Final Presentations THE INDIVIDUAL ASSIGNMENTS 30% of grade There will be two short (500 word) individual assignments (Type C) that will be given to you at the end of block week to allow you to utilize the concepts you have learned as part of a written analysis. Further explanations will be given in class. The individual assignments will be due by the end of Monday, November 22. THE GROUP PROJECTS 40% of grade You will do a range of group projects (Type A) throughout the week long course. You will be graded on them as follows: 10% - Retail Experience Tour short presentation (11/10) 10% - Mood board exercise (11/10) 10% - Brands in crisis exercise (11/11) 10% - Final presentation on how to fix a struggling brand of your choice (11/12) More details about each of these projects will be supplied in class. CLASS AND CASE PARTICIPATION 30% of grade You will be evaluated for your class participation, including participating in the lectures, case study discussions, and exercises. 4

5 * ASSIGNMENT TYPES Type Designation Discussion of concepts Preparation of submission Grade A group/group Permitted with designated group B group/individual Permitted with designated group C individual/individual None of any kind By group Individually (No sharing of any portion of the submission.) Individually Same grade for each member of the group Individual Individual 5