Brand & Product Management

Faculteit Economie en Bedrijfskunde
Jaar 2022/23
Vakcode EBM073A05
Vaknaam Brand & Product Management
Niveau(s) master
Voertaal Engels
Periode semester I a
Rooster rooster

Uitgebreide vaknaam Brand & Product Management
Leerdoelen Upon completion of the course the student is able to:
1). Explain the essence of branding and to apply state-of-the-art branding theories;
2). Conduct a brand audit and articulate strategic and tactical recommendations to (re)direct a brand into the future;
3). Explain the critical role of consumer's motives, cognition & emotion in assessment of branding strategies and in building brand equity;
4). Explain how to manage and monitor brands as critical resources overtime (e.g., their extension, etc.), from the corporate perspective;
5). Investigate and assess brand equity, based on both qualitative and quantitative research and provide solutions.
Omschrijving Brands are the most valuable asset that firms possess. A Coca-Cola executive once stated: “The reason Coca-Cola is so valuable is that of the ideas, perceptions, and expectations about the brand that consumers all over the world carry around in their heads. So much so that if the company were to lose all its production-related assets in a disaster, it would survive; but if all consumers were to have a sudden lapse of memory and forget everything related to Coca-Cola, the company would go out of business.”

In a nutshell, the above sentences capture what this course is about. Specifically, in this course, we aim to understand what brands actually are, why they matter, and how they influence and are influenced by consumers. This course is unique in its approach to brand management. While we cover critical aspects concerning the strategic management of brands, particular emphasis is placed on understanding how consumers make sense of brands and relate to them. In doing so, we draw on various interesting psychological theories and findings published in top scholarly journals in marketing and social psychology. It is our belief that managers cannot develop their brand equity successfully if they are not familiar with nuances of how consumers relate to and decide about brands. Overall the course is a fun journey to discover how consumers come to connect to, love, and even hate brands and what managers can do about all these.
Uren per week 3
Onderwijsvorm -gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm -groepsopdracht,  -groepspresentatie,  -individueel mondeling tentamen,  -individuele opdracht,  -schriftelijk tentamen (meerkeuze vragen),  -schriftelijk tentamen (open vragen)
(ONLY for the resit exam: when there are only a few students, we we might switch to the oral exam for the convenience. As mentioned, this may only apply to the resit exams for this course. Such decision will be communicated to students in advance.)
Vaksoort master
Coördinator Dr. ir. M. Moeini Jazani
Docent(en) Dr. ir. M. Moeini Jazani
Verplichte literatuur
Titel Auteur ISBN Prijs
Selective Chapters from Strategic Brand Management (Global Edition, Pearson Education 5th ed). Kevin Keller, and Vanitha 1292314966 €  60,00
A Compendium of articles from top scientific journals, such as the Journal of Marketing, Journal of Consumer Research, Journal of Marketing Research, etc.
Opmerkingen Secretariaat vakgroep Marketing, tel.: 050 3637065, e-mail:, kamer: DUI 334.
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (keuzevakken A Marketing Management) 1 semester I a keuze