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FALL TERM I 2024• BRAND MANAGEMENT • FSH MKT 3300 • 555

Alison M. Wolfe MBA, MS, PhD, Professor

ENJOY YOUR BREAK

J SAT. – SUN., NOVEMBER 23 – DECEMBER 1
THANKSGIVING (USA): NOVEMBER 28

COURSE OUTLINE
Version #1, 09.02.2024

READERS ARE READING
LEADERS! TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 14:
MANAGING BRANDS OVER TIME
Questions for you: What did I learn?
1. Understand the important considerations in brand reinforcement.
Describe the range of brand revitalization options available to a company.
2.
3. Outline the various strategies to improve brand awareness and brand image.
4. Define the key steps in managing a brand crisis.

PART V TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 15:
BRANDS OVER GEOGRAPHIC BOUNDARIES AND MARKET SEGMENTS
GROWING &
SUSTAINING Questions for you: What did I learn?
1.
Understand the role of a regional marketing strategy with a focus on marketing based on
BRAND EQUITY 2. geodemographics, ethnicity, and age.
Understand the rationale for developing a global brand.
& 3. Outline the main advantages and disadvantages of developing a standardized global marketing program.
WRAP-UP 4. Define a global brand and describe the strategic steps in developing a global brand positioning.
5.
Describe how to tailor different marketing mix elements to global markets.

TEXTBOOK: KELLER & SWAMINATHAN (2020), CHAPTER 16:
Closing Observations:

Questions for you: What did I learn?
1. Understand the six future brand imperatives.
2. Identify the ten criteria for the brand report card.
3. Outline the seven deadly sins of brand management.

BOOK CLUB: CASE EXAMPLES

Week 13 MONDAY, DECEMBER 2 (12.2)
Closing comments on the course readings/topics

PART V & VI
TEAM 360° CASE WEDNESDAY, DECEMBER 4 (12.4)
Closing comments on the course readings/topics

FRIDAY, DECEMBER 6 (12.6)
Closing comments on the course readings/topics

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