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ME2025 Brand Portfolio Management 6.0 credits

Administer About course

Course offerings are missing for current or upcoming semesters.
Headings with content from the Course syllabus ME2025 (Spring 2013–) are denoted with an asterisk ( )

Content and learning outcomes

Course contents

- Downstream and up-stream market actors
- Brand Portfolio Management Theory
- Brand Portfolio Roles
- Brand energizers for industrial and consumer brands.
- Industrial brand relationship spectrums
- How to create Brand Portfolio energy and vitality.
- Inclusive brand portfolio management:
- Ingredient branding, co-branding and brand alignment
- Brand portfolio future scenario planning.

Intended learning outcomes

After this course, the participants should be able to more critically assess size and structure of a brand portfolio and how to optimize a brand portfolio strategically. To better judge when to add brands and when to prune the portfolio. Furthermore, to create synergy and efficient roles ascribed to different brands. Individual students should also be able to apply brand portfolio management as a versatile tool in their own career planning process and improve their own positioning in the marketplace.

Literature and preparations

Specific prerequisites

ME1023 Industriel Marketing, or similar.

Recommended prerequisites

No information inserted

Equipment

No information inserted

Literature

Aaker, D.A. (2004) Brand Portfolio Management, The Free Press, New York

Uggla, H (2006) Ed., Brand Portfolio Metaphors, Ph.D Brand Management Publishing Group, Sweden.

Examination and completion

If the course is discontinued, students may request to be examined during the following two academic years.

Grading scale

A, B, C, D, E, FX, F

Examination

  • LIT1 - Literature Task, 3.0 credits, grading scale: P, F
  • TEN1 - Examination, 3.0 credits, grading scale: A, B, C, D, E, FX, F

Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.

The examiner may apply another examination format when re-examining individual students.

Opportunity to complete the requirements via supplementary examination

No information inserted

Opportunity to raise an approved grade via renewed examination

No information inserted

Examiner

Profile picture Henrik Uggla

Ethical approach

  • All members of a group are responsible for the group's work.
  • In any assessment, every student shall honestly disclose any help received and sources used.
  • In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.

Further information

Course room in Canvas

Registered students find further information about the implementation of the course in the course room in Canvas. A link to the course room can be found under the tab Studies in the Personal menu at the start of the course.

Offered by

ITM/Industrial Economics and Management

Main field of study

Industrial Management

Education cycle

Second cycle

Add-on studies

ME2026 Brand Trends and Traditions. NB: The course is not given 2013/14.

Contact

Henrik Uggla, henrik.uggla@indek.kth.se, +46 8 790 87 34

Supplementary information

Established 2007-01-01 

Replaces 4D1314