Course Syllabus Title: The Power of Brand: Brand Management (Online) Course Number: MGMNT X460.41 Course ID: Y2832 Number of Units: 4 Number of Meetings: 11 Total Hours: 36 Summer 2012 Instructor: Terri Horton, MBA, MA Email: terrihorton@ucla.edu

Email: Brandcoach@tltconsultingservices.com Meeting Times: July 3, 2012- September 11, 2012 (11-weeks) New Week Starts: Every Tuesday Office Hours: Available by email 24/7 COURSE DESCRIPTION:

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this comprehensive course, participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. Designed to explore the mechanisms that companies use to create and manage brands, this course presents students with an overview of brand development; brand research; and brand management structures for sales, marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution. Additional topics include an overview of brand history, understanding the differences between brand equity and brand identity, and consideration of how brands are won and lost.

GOALS & OBJECTIVES: Students are expected to develop a comprehensive understanding of brand brands and brand management, identifying and establishing brand positioning, planning and implementing brand marketing programs, measuring and interpreting brand performance and growing and sustaining brand equity.

REQUIRED COURSE TEXT: Strategic Brand Management 3rd edition Kevin Lane Keller Pearson-Prentice Hall ISBN: 978-0-13-188859-3 RECOMMENDED READING: Building Strong Brands David Aaker Free Press Building Brand Identity Lynn B. Upshaw Wiley & Sons We will also review a broad array of reading material across various brand management disciplines including recent articles, white papers and case studies from relevant marketing and branding sites and publications. Recommended Website Links:

1. Hubspot www.hubspot.com 2. Social Media Examiner www.socialmediaexaminer.com 3. Mobile Marketer www.mobilemarketer.com 4. Brand Channel www.brandchannel.com 5. Prophet (Aakers Blogsite) www.prophet.com 6. American Marketing Association www.marketingpower.com 7. Brand Republic www.brandrepublic.com 8. Interbrand www.interbrand.com

COURSE GRADING: Midterm Exam 10% Individual Assignments (4) 20% Individual Case Study 1 4% Individual Case Study 2 3% Group Course Project Pt. 1 15% Group Course Project Pt. 2 15% Discussion Questions 33% TOTAL: 100% GRADING SCALE: A 93.0%-100% A- 90.0%-92.9% B+ 86.9%-89.9% B 83.0%-86.8% B- 80.0%-82.9% C+ 76.5%-79.9% C 73.1%-76.4% C- 70.0%-72.9% D+ 64.6%-69.8% D- 60.0%-64.5% F 59.9% & BELOW COURSE POLICY: This course will be conducted according to the highest professional and academic standards. Please refer to online catalog to review academic and university policies. Late Work: Late work will receive a 20% penalty for each day late. If you have an extenuating circumstance, please notify instructor by email so that a contingency plan can be established for submitting work. INDIVIDUAL ASSIGNMENTS, CASE STUDIES & GROUP PROJECT Individual Assignments: Four assignments will be completed by students:

WEEK 1: Brand Me: Student will complete a one-page narrative describing his/her personal brand. Assignment to be submitted in MS Word Document format.

o Describe personal brand o Discuss personal brand value o Discuss why brand value is relevant to your audience of choice o Discuss what you do to brand yourself

o Discuss how you promote your personal brand

WEEK 2: Top 5 Brands: o Select your favorite top 10 brands and answer the following questions:

List brands How is the brand positioned? What is the brand? (brand identity) Who is the brand? (brand meaning) What and how you feel about the brand? (brand response) What kind of associations and connections do you have with the

brand (brand relationship)

WEEK3: Brand Elements: o Identify 2 brands and describe the brand elements below for each:

Memorability Meaningfulness Likability Transferability Adaptability Protectability

Week 4: The Brand Value Chain

o Assess the sources and outcomes of brand equity and value by completing a brand value chain assessment on one of your favorite brands. Include value stages & multipliers

Individual Case Studies: Case studies will be provided by the instructor in weeks 7 & 9 are to be completed in PowerPoint presentation format. Group Course Project: The Brand Report Card Groups will be assigned by the instructor. All members of the group will receive the same grade for work produced by the group. All members must participate in the research and preparation of the presentation. The plan must indicate work completed by each student to receive points. Students that do not participate substantively on the project will receive a deduction in points at the discretion of the instructor. All students must work within assigned groups. Instructor will not reassign group members. INSTRUCTIONS: Instructions for the group project are found in the course text on page 674. The group project will be submitted in two parts. Part one (sections 1-5 for selected brand and competitor) is due in week 6 and part two (sections 6-10 for selected brand and competitor) is due in week 11. Students will submit sections 1-10 for the selected brand and the competing brand in week 11 in final PPT format.

Each group is to assume the role of a consulting firm evaluating brand effectiveness. The project will include an evaluation of a brand selected by the group and an evaluation of a competing brand. A separate PPT will be submitted for each. The innovative use of technology is encouraged (embedded video, animation, music, voice recordings, etc.) Instructor will provide outline for the course marketing plan project. Each group will select an organization from the Interbrand Global Brand list, identify a new product or service to be launched. Discussions/Participation: Students must participate in the discussion area each week; post an initial response to the discussion question and reply to at least two peers to receive full participation points. Discussion questions cannot be posted after the close of the week. All initial discussion posts must be posted as a new thread to receive points. MIDTERM EXAM Exam must be taken by the date listed on the syllabus. Exam will consist of 15 multiple choice questions. ALL COURSE GRADES ARE FINAL. Please note that the instructor reserves the right to change any part of the syllabus during the course of the quarter. COURSE OUTLINE:

Dates Topics and Class Activities Assignments & Reading Week 1: JULY 3RD

Brands & Brand Management Customer-based Brand Equity Instructor assigns groups Brand Me Assignment Due

Assignment: Post discussion Brand Me Assignment Reading: Chapters 1 & 2 Discussion Questions:

1. Can you think of anything that cannot be branded? Pick an example that was not discussed in each of the categories (services, people and organizations, sports, arts and entertainment and describe how each is branded.

2. Can every brand achieve resonance with its customers? Why or Why not?

Week 2: JULY 10TH

Brand Positioning Choosing Brand Elements Groups select organization for marketing project Top Brands Assignment Due

Assignment: Post discussion Work with group Top Brands Assignment Reading: Chapters 3 & 4 Discussion Questions:

1. Select a brand and discuss its breadth and depth of awareness

2. Can you think of some general guidelines to help marketers mix and match brand elements? Provide an example of a brand that you feel does the best job of mixing and matching brand elements

Week 3: JULY 17TH

Designing Marketing Programs to Build Brand Equity Leveraging Secondary Brand Associations Brand Elements Assignment Due

Assignment: Post discussion Brand Elements Assignment Work with group Reading: Chapter 5 & 7 Discussion Question:

1. Describe an experience you have had with a brand that has done a great job with relationship, permission, experiential or one-to-one marketing. Discuss what the brand did, why it was effective and what you learned.

Week 4: JULY 24TH

Developing Brand Equity Measurement and Management Brand Value Chain Assignment Due

Assignment: Post discussion Brand Value Chain Assignment Work with group Reading: Chapter 8 Discussion Question: 1. If you were to develop a tracking survey for the Mayo Clinic, how might it differ from the McDonalds tracking survey?

Week 5: JULY 31ST

Measuring Sources of Brand Equity Midterm Exam

Assignment: Post to discussion Prepare for Midterm Work with group Reading: Chapter 9 Discussion Question: 1. Pick a product category. Profile the brand personalities of the leading brands in the category using Aakers brand personality inventory.

Week 6: AUGUST 7TH

Measuring Outcomes of Brand Equity Group Project: Sections 1-5 Due

Assignment: Post to discussion Work with group to finalize sections 1-5 Reading: Chapter 10 Discussion Question: 1. What do you think of the Interbrand metholdogy? What do you see as its main advantages and disadvantages?

Week 7: AUGUST 14TH

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