ME2025 Brand Portfolio Management 6.0 credits

Brand Portfolio Management

Brand Portfolio management deals with issues for strategic brand management in the mature marketplace with complex brand structures and a cluttered market place. The aim with this course is to enable better brand architecture, consistency in brand strategy and implementation. Furthermore, the course expands the horizon of the brand portfolio management towards a more inclusive perspective, covering co-branding, ingredient branding and brand alliances. Another important takeaway will be the possibility of leveraging the individual brand portfolio, as a student and person in a more efficient way. The course feature a blend of theory and practical real world cases.

Offering and execution

Course offering missing for current semester as well as for previous and coming semesters

Course information

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.

Course Disposition

No information inserted

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

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

Henrik Uggla

Further information

Course web

Further information about the course can be found on the Course web at the link below. Information on the Course web will later be moved to this site.

Course web ME2025

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

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.

Supplementary information

Established 2007-01-01 

Replaces 4D1314