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 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.