1. Brand Management Profs. P Chandon & M Nam
Course overview
Understanding when and why branding creates customer and firm value
Tools for brand managers: Learn to measure brand image, brand equity and brand value.
Creating a strong brand identity: How to integrate marketing strategy (segmentation & positioning), brand elements (name, logo), the 4Ps and secondary associations (e.g., celebrity endorsers).
Maximizing the value of existing brands: Strategies for brand revitalization, brand extensions, “cult brands”, role of private labels and global branding.
Course format
Primarily cases (mostly Insead cases specifically developed for this course) in diverse areas (luxury, fashion, beverages and spirits, telecom, low-income consumers, emerging markets, entertainment).
Two case write ups (in groups)
Class participation
Target audience
General and brand managers, consultants (branding, communication), analysts operating in branded industries.