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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.

AND 5. Describe how a corporate brand is different from a product brand.
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
EQUITY marketing can enhance a brand.
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 «&«2 ? 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
«&« 2 ? FACILITATOR: #8. XAVIER CARTER

FRIDAY, NOVEMBER 15 (11.15)
Active learning in VETERANS DAY
action: interactive Special Virtual Fashion Professional Guests:
Welcome Alice Flynn, EC Fashion Marketing class!
discussion on the
reading BOOK CLUB «&« 2 ? & DISCUSSION
• WHEELER & MEYERSON (2024), MANAGE ASSETS
«&«2 ? BOOK CLUB FACILITATOR: #8. ALLY STILO

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