Search for contacts, projects,
courses and publications

Brand Management

Description

Brand marketing is of considerable interest to managers, consultants, and academics. Brands are also one of the most valuable assets that a company owns, as financial estimates of brand equity and the price paid for brands in M&As largely document.
The course is articulated around three main parts. First, brands are historically contextualized and defined within the contemporary brand economy.Second, brands are analyzed through a tripartite conceptual model, including: (1) the morphology of brands (brand codification), (2) the narratology of brands (brand storytelling), and (3) the axiology of brands (brand contract and brand ideology). Third, brands are presented in light of strategic decisions such as brand positioning, brand architecture, and brand extension.

 

People

 

Visconti L. M.

Course director

Additional information

Semester
Fall
Academic year
2019-2020
ECTS
3
Language
English
Education
Master of Science in Communication and Economics in Corporate Communication, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication and Economics in Corporate Communication, Elective course, Visual and Material Culture, 2nd year

Master of Science in Communication and Economics in Corporate Communication, Elective course, Customer Experience and Value, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Visual and Material Culture, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Customer Experience and Value, 2nd year

Master of Science in Communication in Media Management, Elective course, Customer Experience and Value, 2nd year

Master of Science in Communication in Media Management, Elective course, Crossmedia, Transmedia and Multimodal Communication, 2nd year

Master of Science in Communication in Media Management, Elective course, Visual and Material Culture, 2nd year

Master of Science in Digital Fashion Communication, Core course, Core Course, 1st year

Master of Science in Economics and Communication in Financial Communication, Elective course, Elective course, 2nd year