Brand Management

Dozent/in	Prof. Dr. Leif Brandes
Veranstaltungsart	Vorlesung
Code	FS261071
Semester	Frühjahrssemester 2026
Durchführender Fachbereich	Wirtschaftswissenschaften
Studienstufe	Bachelor Master
Termin/e	Mo, 02.02.2026, 09:15 - 17:00 Uhr, 4.B55 Mo, 02.02.2026, 15:15 - 17:00 Uhr, 4.B01 Mo, 02.02.2026, 15:15 - 17:00 Uhr, 3.B06 Mo, 02.02.2026, 15:15 - 17:00 Uhr, 4.B56 Mo, 02.02.2026, 15:15 - 17:00 Uhr, 3.B05 Di, 03.02.2026, 13:15 - 15:00 Uhr, 3.B06 Di, 03.02.2026, 13:15 - 15:00 Uhr, 4.B01 Di, 03.02.2026, 13:15 - 15:00 Uhr, 3.B05 Di, 03.02.2026, 09:15 - 17:00 Uhr, 4.B55 Di, 03.02.2026, 13:15 - 15:00 Uhr, 4.B02 Mi, 04.02.2026, 13:15 - 15:00 Uhr, 3.B05 Mi, 04.02.2026, 13:15 - 15:00 Uhr, 4.B02 Mi, 04.02.2026, 09:15 - 17:00 Uhr, 4.B55 Mi, 04.02.2026, 13:15 - 15:00 Uhr, 3.B06 Mi, 04.02.2026, 13:15 - 15:00 Uhr, 4.B56 Do, 05.02.2026, 13:15 - 16:00 Uhr, 4.B55
Umfang	Blockveranstaltung
Turnus	Block course
Inhalt	This course provides an introduction to brand management. The goal of course is to enable students to appreciate the strategic importance of brands and brand equity for firm performance, and to gain knowledge about ways to build brand equity. After an introduction to the strategic importance of brands, and their definition, we will cover the importance of customer-based brand equity as a source for brand value, brand resonance, and the design and implementation of brand marketing programs. We will also discuss ways to measure the success of a firm’s brand management efforts and investments, and cover dynamic aspects of brand management over time, including brand extensions. Besides classical lectures, the course will also feature a small number of case studies to illustrate the practical implications and relevance of the conceptual frameworks and theories from the lectures.
Lernziele	Topic specific knowledge and skills: Students will have gained substantial knowledge about the strategic importance of brands, and be able to take four management decisions connected to strategic brand management: 1. Developing a brand strategy 2. Designing and implementing brand marketing programs 3. Measuring and interpreting brand performance 4. Growing and sustaining brand equity Transferable skills and learning outcomes: 1. You are able to apply the concepts from class to real-world case studies. 2. You are able to clearly articulate your recommended solution to a case problem, and to argue for its appropriateness. 3. You are able to critically evaluate the practical relevance of conceptual frameworks and theories. 4. You have gained additional team-work experience, and practiced your presentation skills (as they relate to clarity and structure of presentations, as well as time management).
Voraussetzungen	BA students from 5th semester, MA students
Sprache	Englisch
Begrenzung	Max. 40 participants Minimum number of participants: 4
Anmeldung	Binding registration takes place via the UniPortal; see notes below in the «Proof of Performance» field. For course information and materials, registration on the OLAT e-learning platform is required from 19 January – 1 February 2026. The students themselves are responsible for verifying the course’s creditability towards their degree program. Direct link to the OLAT course: https://lms.uzh.ch/url/RepositoryEntry/17827988096
Leistungsnachweis	***IMPORTANT*** In order to acquire credits, and/or to take the examination, registration via the Uni Portal between 19 January - 1 February 2026 is MANDATORY. Further information on registration: www.unilu.ch/wf/pruefungen
Abschlussform / Credits	In-class participation (30%), group presentation (70%) / 4.5 Credits
Hörer-/innen	Nein
Kontakt	leif.brandes@unilu.ch
Anzahl Anmeldungen	25 von maximal 40
Literatur	Mandatory literature: Keller and Swaminathan (2019). Strategic Brand Management, 5th Edition. Pearson. A small set of case studies; a Harvard course package will be announced towards the start of term.