Page 40 - FSH MKT 3300 Brand Management

FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555
Alison M. Wolfe MBA, MS, PhD, Professor

COURSE OUTLINE

Version #1, 09.02.2024

READING
READERS ARE TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 12:
LEADERS! DESIGNING AND IMPLEMENTING BRAND ARCHITECTURE STRATEGIES

Questions for you: What did I learn?
PART V: 1. Define the key components of brand architecture.

2. Define a brand-product matrix.

3. Outline the principles of a good brand portfolio.

GROWING 4. Assemble a basic brand hierarchy for a brand.
5. Describe how a corporate brand is different from a product brand.

AND 6. Explain the role of brand architecture in strengthening a brand’s value and a firm’s

SUSTAINING performance.

BRAND 7. Understand how sustainability initiatives, corporate social responsibility, and green
marketing can enhance a brand.
EQUITY
BOOK CLUB: WHEELER & MEYERSON (2024), MANAGE ASSETS

 Team CASE: DISTRIBUTE INFO AND TEAM FORMATION

Week 11 MONDAY, NOVEMBER 11 (11.11) VETERAN’S DAY (USA)

WEDNESDAY, NOVEMBER 13 (11.13)

TEXTBOOK   KELLER & SWAMINATHAN (2020), CHAPTER 12
• DISCUSSION QUESTIONS, p. 429, Q. 12-2, 12-3
• CASE QUESTIONS, BRAND FOCUS 12.0, p. 430, OPEN DISCUSSION
•
• “CORPORATE SOCIAL RESPONSIBILTY AND BRAND STRATEGY”
• THREE “BRIEF” LEARNING KEY CONCEPTS FROM YOUR TEXTBOOK CHAPTER
ONE REFLECTION / LEARNING TAKEAWY FROM THE CASE
   FACILITATOR: #8. XAVIER CARTER

Active learning in FRIDAY, NOVEMBER 15 (11.15)
VETERANS DAY
action: interactive Special Virtual Fashion Professional Guests:
discussion on the Welcome Alice Flynn, EC Fashion Marketing class!
reading
BOOK CLUB    & DISCUSSION
• WHEELER & MEYERSON (2024), MANAGE ASSETS
  BOOK CLUB FACILITATOR: #8. ALLY STILO

AMW ❖ FALL TERM I 2024 ❖09.02.2024
❖ Page 40 of 90 ❖