Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Upon completion of the course, students should be able to

- Understand the evolutionary trajectory of consumer-centric brand management

- Apply appropriate branding theories and toolkits to solve contemporary brand challenges

- Critically evaluate different approaches to managing brand performance

- Exhibit fluency with the building blocks of different approaches to branding 

- Analyse and critique branding strategies and come up with alternatives

Credits: 6

Schedule: 20.04.2021 - 27.05.2021

Teacher in charge (valid 01.08.2020-31.07.2022): Kushagra Bhatnagar

Teacher in charge (applies in this implementation): Kushagra Bhatnagar

Contact information for the course (applies in this implementation):

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    In this course, we will examine multiple theoretical perspectives on brand and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives from rational branding to emotional branding to cultural branding. To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
    We will attempt to simulate the life of a brand manager in a typical multinational organization, who is working with incomplete data, technological vanishing points, multi-method research reports, changing marketplace dynamics, intensifying competition and increased customer power.

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    Contact teaching/lectures
    Individual work
    Group work (In-Class Exercises)
    Group Work (Presentations)
    Preparation for the course

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours:

    Class participation
    Short Assignments
    Group Discussions (Academic Articles and Case Studies)
    Group Presentations (Brand Strategy Case Industry Project)
    Final Assignment


Study Material
  • Valid 01.08.2020-31.07.2022:

    Case studies and articles from practitioner and research oriented journals.

Substitutes for Courses
  • Valid 01.08.2020-31.07.2022:

    Replaces the course '23E53010 Brand Performance Management', 23E53050 Merkkituotteet strategisessa markkinoinnissa and 23E53000 Brands in Strategic Marketing .

  • Valid 01.08.2020-31.07.2022:

    Bachelor's level course "23C630 Capstone: Product and Brand Management"

SDG: Sustainable Development Goals

    12 Responsible Production and Consumption