Business and technology qualifications, Levels 3-6, in Brussels. Explore qualifications
Portal login
Level 8 Diploma in Strategic Management and Leadership Practice

Ontology of Brands and Strategic Equity

SMP811 · Strategic Marketing — Week 6 of 16

CourseSMP811
Week6 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Ontology of Brands and Strategic Equity

  1. Customer-based brand equity (CBBE) models
  2. Corporate identity versus brand image
  3. Financial and intangible valuation of brands
  4. Leveraging brand equity for competitive advantage
  5. Lecture 40: Customer-based Brand Equity -1
  6. Lecture 53: Brand Equity: Measuring Outcomes- 1
  7. Star Brands: A Brand Manager’s Guide to Build, Manage & Market Brands

What you will be able to do

  • 5.1 Critically analyse the nature of brands and the significance of branding.
  • 5.3 Demonstrate how branding is used to strengthen a business or product.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: critically analyse the nature of brands and the significance of branding.

Study materials

Videos

  • Star Brands: A Brand Manager’s Guide to Build, Manage & Market Brands · YouTube · The George Washington University School of Business · 66 min · for registered students
  • Session 3B: Valuing Intangible Assets, Control and Young Companies · YouTube · Aswath Damodaran · 64 min · for registered students

Further resources

  • Principles of Marketing, ch. 9.5: Branding and brand development · PDF · OpenStax, textbook chapter; pp. 316–320 · for registered students
  • Intermediate Financial Accounting Vol. 1, Lyryx 2021-A, ch. 11: Intangible Assets and Goodwill · PDF · Other, textbook chapter; pp. 395–426 · for registered students
  • Launch! Advertising and Promotion in Real Time, ch. 12: Make the Message Sell: brand story across components · PDF · Saylor Academy, textbook chapter; PDF pp. 359–386 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 5Week 7
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Strategic Marketing Foundations and Processes
  • Week 2: External and Competitive Environment Auditing
  • Week 3: Internal Capabilities, Stakeholder Ecosystems, and Strategi…
  • Week 4: Strategic Market Segmentation
  • Week 5: Target Market Selection and Brand Positioning
  • Week 6: Ontology of Brands and Strategic Equity
  • Week 7: Brand Architecture, Brand Pyramids, and Strategic Brand Man…
  • Midterm: Midterm evaluation
  • Week 9: Integrated Marketing Mix Architecture
  • Week 10: Product Lifecycle (PLC) Dynamics and Tactical Adaptation
  • Week 11: Marketing Implementation, Performance Metrics, and Strategi…
  • Week 12: Applying Strategic Marketing in practice: case studies
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
Back to the course
Scroll