See the course syllabus.
ME2088 Brand Portfolio Management 6.0 credits
Brand Portfolio Management is dedicated to issues related to creative Brand Portfolio Strategy; featuring hot and relevant topics for the new and mature brand portfolio such as Brand Architecture (Branded House-House Of Brands) , Brand Consolidation Strategy Brand Alliance Strategy for Brand Portfolios and issues related to brand leveraging and brand licensing. The course departs from identifying company specific Brand Portfolio Objectives and the course has an extremely including nature where soccer teams, persons and brands in general are all part of the brand portfolio.
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Course syllabus as PDF
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Course syllabus ME2088 (Spring 2020–)Content and learning outcomes
Course disposition
Course contents
Brand Portfolio Management focus on practical strategies for brands on a mature market with complex brand structures and an often fragmented market place. The aim of the course is to facilitate theoretical understanding and pure practical knowledge to apply high-tech brand architecture and the design of a uniform and credible branding strategy for the industrial company over time. Technology intensive companies, such as 3M, Microsoft, Honeywell, ABB and General Electric are typical representatives for an appropriate application of brand portfolio management on an industrial market.
The course also intends to formulate a more expansive view on what a brand portfolio and a brand architecture implies in practice and different definitions of brand portfolios and branding systems are discussed in relation to expansions, alliances and high-tech ingredient brands, such as Intel Inside (processor technology) and Gore-Tex (membranes). Another important aspect is to look at the individual from a portfolio perspective, how the individual can build his own brand over time. The course is characterised by a strong industrial relation with a realistic framework and industrial portfolio projects.
- Brand portfolio theory of industrial companies
- Brand architecture for technology companies
- Developing of brand identity for technology companies
- Portfolio roles and positioning for industrial brands
- Energy creating and differentiating brands.
- Positioning levels in industrial companies.
- Industrial brand relationship spectrums
- Creation of energy in a brand portfolio
- Inclusive versus exclusive brand portfolio management
- Co-branding and ingredient branding for technology products
Intended learning outcomes
After the course, the students should be able to:
- Evaluate size and branding structure for a technological brand portfolio and how the brand portfolio can be optimised strategically
- Determine when brands can be added to or be consolidated in the brand portfolio, based on the strategic balance criteria and aims
- Contrast and create a system of strategic portfolio roles for adequate market segments, based on the branding platform's portfolio targets
- Work systematically with brand consolidation
- Expand the company's brand portfolio through licensing and franchising
- Evaluate candidates for purchase, based on the strength and business potential of a brand
Literature and preparations
Specific prerequisites
Completed the requirements for a bachelor's degree.
6 credits of basic marketing (e.g. ME1035 Marketing basic course or ME1315 Industrial marketing for I).
English B/English 6, or equivalent.
Recommended prerequisites
None in addition to the specific prerequisites.
Equipment
None
Literature
Course litterature will be announced at the start of the course.
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale
Examination
- PRO1 - Project, 3.0 credits, grading scale: P, F
- TEN1 - Written 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
See the course syllabus.
Opportunity to raise an approved grade via renewed examination
Decided by the examiner.
Examiner
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
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Education cycle
Add-on studies
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Contact
Supplementary information
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