COURSE OUTLINE

Course ID Course title Credits

MK401DE02 BRAND MANAGEMENT 03

To be applied to Semester – 16.1A School year: 2016-2017

under Decision No 503/QĐ-BGH date 13/05/2016

A. Course Specifications:

Periods Periods in classrom

Self-
Total Lecture/ Laboratory/ Lecture Lab
Activity Fieldwork study Fieldwork
periods* Seminar Studio room room
periods
(1) (2) (3) (4) (5) (6) (7) (8) (9)
45 14 0 31 0 90 45 0 0
*(1) = (2) + (3) + (4) + (5) = (7) + (8) + (9)

B. Other related Subjects:

Other related Subjects Course ID Course title

Prerequisites:
1. Principles of Marketing MK203DE01
…
Co-requisites:
1. Not required
Other requirements:
1. Not required
…

C. Course Description:
The course “Strategic Brand Management” provides students with in-depth knowledge of strategic
brand management including the roles of brands, the concept of brand equity, and the avantages of
strong brands, how to create brand equity, measure brand equity and sustain brand equity to
expand business opportunities over time and space.
Students will both study and discuss the contents of the textbook and apply their understandings
in analyze and evaluate one brand chosen by students or assigned by the lecturer.

D. Course Objectives:
 No. Course Objectives
Providing a comprehensive and up-to-date treatment of the
1.
subjects of brands, brand equity, and strategic brand management
Showing the method s to design and implement marketing programs and activities
2.
to build, measure, and manage brand equity.
Demonstrating how to grow and sustain brands over time and geographic
3.
boundaires and market segments
4. Applying the acquired knowledge in analyzing aqnd evaluating a real-life brand.

E. Learning Outcomes:
No. Learning Outcomes
Understanding and explaining the three models in brand planning (Brand
1.
positioning model, Brand resonance model, Brand value-chain model).
Grasing the steps to build a strong brand according to the brand resonance
2.
model
Analyzing a given firm’s past market programs to build a particular brand,
3. pinpointing the strengths and weaknesses of these programs and making
recommendations to the firm.
4. Designing, building, measuring and managing a brand over time and space.
Developing the self-teach, studying skills as well as team-working, presentaion
5.
skills

F. Instructional Modes:
The instructional method is based on the John Dewey’s philosophy which stated that students
will learn the best from the course if they are facilitated to self-explore the contents of the
course and later apply their knowledge in the real-life cases.
Therefore, the course will be conducted in three phases:
1. Phase 1 (Week 1): Introducting the course and organizing class’s activities.
 The lecturer delivers the brief contents of the whole course. He also guides the class to
form the groups and assigns the assignment 1 & 2 to every group of students.
 Group organization: each group is to be formed on the voluntary basis, consisting of 3-6
students (based on the size of the class). Each group is to be managed by an elected
leader. Each member in the group must follow his/her group leader. If there is any
disagreement among group members, the group leader is responsible for asking the
lecturer’s consultation for his/her help to resolve.
 In this week, each group is to be given the Assignment 1 and assignment 2 with the
following details:
o Assignment 1: Each group is assigned one/two chapter(s) in the textbook of the course
for presenting in front of the class and answering questions raised by another group.
o Assignment 2: At the same time, each group is to discuss internally to decide on the
brand on which they will prepare a report ( The report outline is to be provided by the
lecturer). Each group is to inform the lecturer of their chosen brand not later than the
Week 3.
 Each group may decide on one of three following options:
– Option 1: Choose one brand from Interbrand’s Best Global Brands
– Option 2: Choose any brand existing in Vietnam.
– Option 3: Service Learning: Choose one brand of a local firm according to the
arrangement of Service Learning Department (This option is to be granted additional
one to two points based on the lecturer’s discretion)
2. Phase 2 (Week 2-13): Students’ self-exploration of the course contents (Assignment
1).
Because the students have to self-explore and present the assigned chapter (s) which had not
been explained by the lecturer, they may face difficulties. If it is the case, they are advised to
call for the lecturer’s consultation on his/her duty schedule.
The routine is to occurs as follows:
 The 1st period: One pre-assigned group is to present the key contents of given chapter(s)
(Presenting group).
 The 2nd period: Another group (Countering group) is nominated randomly by the
lecturer to raise the questions and discuss with the Presenting group. The remaining
groups are to listen the conversation of these two groups to draw their own knowledge
and experience.
 The 3rd period: The lecturer is to deliver his/her discourse to recap and clarify the key
concepts, processes, models of the chapter being discussed.
3. Phase 3 (week 14-15): Appliation to the real-life brand (Assignment 2).
Each group is to present their own report in front of the class with the same routine as phase
2.

G. Textbooks and teaching aids:

1. Required textbook and materials
 Keller, K.L., Strategic Brand Management: Building,Measuring,and Managing Brand
Equity, 4th Edition, Pearson, 2013.
2. Recommended readings:
 Aaker, David A., Managing Brand Equity, Free Press, 1991.
 Aaker, David A., Building Strong Brands, Free Press, 1995.
 Kapferer, Jean-Noël, The New Strategic Brand Management, Advanced insights and
strategic thinking, 5th Edition, Kogan Page, 2012.
3. Required Software command:
 SPSS version 18 or over
 Microsoft Powerpoint and Excel.

H. Assessment Methods (Requirements for Completion of the Course):

1. Asessement explanations: Individual students will be assessed on the following activities:
 The assignment 1(Mid-term exercise)
- Presenting activity: although this is a group work, when presenting in front of the
class, each student of the assigned group (Presenting group) is to answer several
questions allocated by his/her group leader in the assigned chapter with the maximum
duration of 5-10 minutes. This activity accounts for 10% of the total course grades.
 - Answering activity: He/she is to answer any question raised by his/her classmates from
an other group (Countering group). This activity accounts for another 5% of the total
course grades.
- Asking activity: All members of the Countering group is to dicuss together, then each
member is to give one question to the Presenting group. After receiving answers from
the Presenting group, the leader of the Countering group is to comment the quality of
their answers. This acitivity accounts for 10% of the total course grades
- All the grades given by the lecturer in this assignment are for individual students.
 The assignment 2 (Final exercise)
- The process of presenting, answering, questioning and commenting of the brand cases
is to be conducted the same as the assignment 1.
- This is the work done by the whole group, therefore each member of the same group
will be graded at the same points for presenting, answering and questioning jobs, which
account for 10%, 5%, 10% of the total course grades respectively.
- Teamwork: Group leader is to evaluate the each member’s contribution to the result of
the group performance and report to the lecturer. Based on these reports, the lecturer
will adjust the total points to each student.
 Final Examination (written form)
The final examination accounts for 50% of the total points of the whole course, including:
- Multiple-choice test on knowledge and real-cases accounts for 60-70% of the total
points of final examniation.
- Short essays accounts for 30-40% of the total points of final examination.
2. Summary of learning outcomes assessment

Components Duration Assessment summary Weight Timings

The Assignment 30-40 Presentating activity (Each student 10% Week 2 to
No. 1 minutes presents his assigned section) week 13
(Mid-term 20 Answering activity (to the questions
exercise) 5%
minutes raised by the Countering group).
10 Questioning activity (raising the
10%
minutes questions to the Presenting group)
The Assignment 15 Presentating activity (Each student Week 14
10%
No. 2 (Final minutes presents his assigned section) & 15
exercise)
10 Answering activity (to the questions
5%
minutes raised by the Counter group.
5 minutes Questioning activity (raising the
10%
questions to The Presenting group)
Final 90 Written test. No materials are 50% To be
examination minutes allowed informed.
Total 100%

3. Academic Integrity
 Academic integrity is a fundamental value that affects the quality of teaching, learning, and
research at a university. To ensure the maintenance of academic integrity at Hoa Sen
University, students are required to:
 Work independently on individual assignments
Collaborating on individual assignments is considered cheating.
 Avoid plagiarism 
Plagiarism is an act of fraud that involves the use of ideas or words of another person
without proper attribution. Students will be accused of plagiarism if they:
i. Copy in their work one or more sentences from another person without proper
citation.
ii. Rephrase, paraphrase, or translate another person’s ideas or words without proper
attribution.
iii. Reuse their own assignments, in whole or in part, and submit them for another class.
 Work responsibly within a working group
In cooperative group assignments, all students are required to stay on task and contribute
equally to the projects. Group reports should clearly state the contribution of each group
member.
Any acts of academic dishonesty will result in a grade of zero for the task at hand and/or
immediate failure of the course, depending on the seriousness of the fraud. Please consult
Hoa Sen University’s Policy on Plagiarism at http://thuvien.hoasen.edu.vn/chinh-sach-
phong-tranh-dao-van. To ensure the maintenance of academic integrity, the university
asks that students report cases of academic dishonesty to the teacher and/or the Dean. The
names of those students will be kept anonymous.

I .Teaching Staff:
Email, Phone number, Office
No. Professor’s name Position
Office location hours
- Office: A107, Hoa Sen University,
Quang Trung Software Park, Tan Chanh To be
Hiep Ward, Dist.12, Ho Chi Minh City published
1 Truong Quang Cam (Mr.) on the Lecturer
-Telephone: 54370086 – Ext. 139 |
faculty
Mobile: 0909 710 361 website
-Email: cam.truongquang@hoasen.edu.vn
- Office: A107, Hoa Sen University,
Quang Trung Software Park, Tan Chanh To be
Hiep Ward, Dist.12, Ho Chi Minh City published
2 Nguyen Tan Dung (Mr.) on the Lecturer
-Telephone: 54370086 – Ext. 139 |
faculty
Mobile: website
-Email: dung.nguyentan@hoasen.edu.vn
 J. Outline of Topics to be covered (Learning Schedule):
Week Period Lecturer (L) and students (S) activities Reference
Part I: Opening Perspectives
#1 L: Introducing the syllabus & organizing the class Chapter 1,
above-
#2 S: Forming the group, electing the leader, electing class monitor
mentioned
textbook
#1
Other
#3 L: Presenting Chapter 1: Brands and Brand Management topic:
Brand
Personality
Part II: Developing a Brand Strategy

#1 S: A group presents Chapter 2: Customer-Based Brand Equity and Brand Chapter 2,

Positioning ibid.
#2 S: An other group questions & comments.
Other
topic:
#2
Brand
#3 voice
L: Recap of Chapter 2
Branding
guideline
#1 S: A group presents Chapter 3: Brand Resonance and the Brand Value Chain Chapter 3,
ibid.
#2 S: An other group questions & comments.
Other
#3
topic:
#3 L: Recap of Chapter 3 Customer
insight
Part III: Designing and Implementing Brand Marketing Programs
#1 S: A group presents Chapter 4: Choosing Brand Elements to Build Brand Equity Chapter 4,
ibid.
#2 S: An other group questions & comments.
Other
topic:
#4
How to set
#3 L: Recap of Chapter 4: up brand
strategy’s
objectives
#5 #1 S: A group presents Chapter 5: Designing Marketing Programs to Build Brand Chapter 5,
Equity ibid.
#2 S: An other group questions & comments.
Other
#3 L: Recap of Chapter 5 topic:
Brand
tracking
survey
 McDonald
Chapter 6,
#1 S:A group presents Chapter 6: Integrating Marketing Communications to Build ibid.
Brand Equity
Other
#2 S: An other group questions & comments.
#6 topic:
Brand
#3 L: Recap of Chapter 6 building
event

#1 S: A group presents Chapter 7: Leveraging Secondary Brand Associations to

Build Brand Equity Chapter 7,
#7
#2 S: An other group questions & comments. ibid.

#3 L: Recap of Chapter 7
Part IV: Measuring and Interpreting Brand Performance

#1 S: A group presents Chapter 8: Developing a Brand Equity Measurement and

Management System
Chapter 8,
#8 #2 S: An other group questions & comments. ibid.
#3 L: Recap of Chapter 8
S: A group presents Chapter 9: Measuring Sources of Brand Equity: Capturing
#1
Customer Mind-Set
Chapter 9,
#9
#2 S: An other group questions & comments. ibid.
#3 L: Recap of chapter 9

#1 S: A group presents Chapter 10: Measuring Outcomes of Brand Equity: Capturing

Market Performance Chapter 10,
# 10
#2 S: An other group questions & comments. ibid.

#3 L: Recap of Chapter 10.

Part V: Growing and Sustaining Brand Equity & Closing Perspectives

#1 S: A group presents Chapter 11: Designing and Implementing Branding

Architecture Strategies Chapter 11,
# 11
#2 S: An other group questions & comments. ibid.

#3 L: Recap of Chapter 11

#1 S: A group presents Chapter 12: Introducing and Naming New Products and
Brand Extensions Chapter 12,
#12
#2 S: An other group questions & comments. ibid.

#3 L: Recap of Chapter 12
#13 S: Three groups present Chapter 13: Managing Brands Over Time, chapter 14: Chapter 13
#1 Managing Brands Over Geographic Boundaries and Market Segments, chapter & 14, ibid.
15: Closing Observations
#2 S: An other group questions & comments.
 #3 L: Recap of Chapter 13,14 & 15.
#1 Materials
relevant to
#2
S: A group presents case study and another group (Counter group) questions and the brand
comments chosen by
#14
L: Resolve any disputes that may arisen and give additional questions to the Students/as
#3 Presenting group. signed by
the
Lecturer.
# 15 #1 Materials
relevant to
#2
S: A group presents case study and another group (Counter group) questions and the brand
comments. chosen by
L: Resolve any disputes that may arisen and give additional questions to the Students/as
#3 Presenting group. signed by
the
Lecturer.
___________________________________________________________________
This section specialized for the management (Not distributed to students)
Full name of the writer:
Truong Quang Cam (Mr.) MBA in International Business
Management
Date of accomplishment: 06/4/2015
Supervisor
Full name Title Signature
Hoàng Đức Bình (Mr.) Chair of Marketing Section
Date of approval: ……../………/…………….
Evaluation: ‫ ٱ‬Good ‫ ٱ‬Excellent
Full name Title Signature

Date of evaluation: ___/___/______

(gởi Bản Lượng giá cùng với ĐCMH này)
ASSIGNMENTS FOR MAIN SEMESTER

Assignment Weight
Attendance and Participation 5%
Presentation about Part I,II,III,IV of brand audit 5%
guideline
Individual Field Assignment 10%
Brand Audit Report and Presentation 30%
Final exam 50%

ASSIGNMENTS FOR SUB SEMESTER

Assignment Weight
Attendance and Participation 10%
Individual Field Assignment 20%
Brand Audit Presentation 30%
Final exam 50%

*Turnitin
ID: 23614237
Password: daihochoasen
Appendix 1: Attendance and Participation (10%)
Student performance is evaluated weekly based on attendance and active in-class participation. Regular
attendance is the minimum requirement for successful completion of this course. While excessive
absences will significantly impact a student’s learning, it will indeed have greater consequences for one’s
final grade. Additionally, students must demonstrate active involvement and meaningful contributions to
class discussions and the learning process. Toward this end, students are strongly encouraged to
complete assigned readings prior to class, raise important questions or issues regarding branding and
marketing communications, share current examples of branding “in action” or offer unique views that
challenge conventional thinking and ideas.
Group participation : above 20 marks will be added to the brand audit
Appendix 2: Individual Assignment (20%)
Students will develop a two-page written assessment of a luxury brand based on results from a field
assignment. Students can select any brand of personal interest for the assignment (brands of a sexual,
political or religious nature are deemed unacceptable). Brands selected for this assignment must be
approved by the professor on a first-come basis. Duplicate requests will not be allowed, no exceptions.
Students must notify the professor of their brand preference for this assignment by Week 2.

NOTE: The brand selected for this assignment cannot be used in the Brand Audit Project.

Luxury Brand Voice Guideline

Consistency is the hallmark of successful brand management. Unfortunately, attaining a consistent look,
feel, tone and content across the numerous customer touch points defining the customer experience (e.g.,
websites, customer interactions, advertising, packaging, social networks, etc.) is nearly impossible.
Further, brand messaging can be fragmented and confusing due to the sheer number of communication
outlets and creative tactics used in brand building. Unfortunately, ensuring the brand elements and
messaging actually enhance rather than undermine the brand voice across platforms is often left to
chance.
There is an easy fix for what ails brand voice management: it is a written document that outlines the name,
logo, visual style of the brand and communicates concise parameters about how to present and speak
about the brand. When properly designed, this document will be used to mitigate marketing practices that
confuse brand meaning and undermine brand consistency.
For this assignment, students will select a luxury brand for which they will produce the necessary brand
voice guidelines. The information below provides instructions for preparing the 2-page written report.
1. Brand Voice Guideline: students will identify and interpret the (1) brand personality and (2) visual
style. The investigation should include the name, logo, slogan/taglines, colors, images and other
elements that characterize the brand in the marketplace. Students should think about how to
creatively use the limited space allotted for communicating the Brand Voice Guidelines. (1.5 or 2
single-spaced typewritten page) - 40%
- Brand personality – 5%
- Visual style - 10%
- Brand voice guideline
2. Marketing Communications Sampling: students will identify a sample of brand communications
across multiple communication vehicles currently in use and evaluate their effectiveness in
supporting the brand voice. Drawing on Dolan’s (2000) discussion of major communication
vehicles, students will recommend actions to correct major discrepancies between the newly
compiled Brand Voice Guideline and actual brand messaging activities. The Dolan (2000) article,
Integrated Marketing Communications, is contained in the HBR course pack. (1.5 or 2 single-
spaced typewritten page) - 40%
3. An appendix containing summary descriptive or visual content is permitted. (5-page max)
4. APA citation and reference -10%
5. Correct grammar , and spelling mistakes- 10%. 2 incorrect spelling mistakes or grammar will 0
mark
 Appendix 3: Brand Audit Outline

I. Brand History and Overview (5%)

Summarize the evolution of the brand, including its past and present positioning. The summary should
briefly describe the brand/organizational values, company/brand heritage and a company/brand
SWOT analysis (1 page maximum)

II. Key Challenges Facing Brand (5%)

Explain the key challenges facing the brand and lay the foundation for the brand audit focus and
outcomes. The challenges should relate to specific aspects of the brand such as brand value, brand
architecture, brand portfolio, brand extension, brand revitalization, repositioning, etc.

III. Brand Inventory (10%)

Provides a comprehensive assessment of the current brand strategy and strategy elements used to
support the brand franchise
a. Construct the brand architecture
i. Graphically represent the brand hierarchy
ii. Discuss the roles of brands in the portfolio. Focus on your brand and others deemed
important to your brand.
iii. Discuss the hierarchy of the brand.
b. Analyze the firm’s branding and marketing programs. How do they contribute to brand
knowledge? Evaluate the consistency of the programs over time. Is there consistency between
the brand and the marketing elements? Describe and evaluate the impact of any observed
discrepancies.
i. Analyze the brand aesthetics (logos, name, packaging, colors)
ii. Analyze past and current advertising campaigns across medium.
iii. Analyze the marketing mix for the brand.
c. Profile direct and indirect competitors and the market situation.

IV. Brand Exploratory (30%)

Offers a detailed analysis of consumers’ brand knowledge structures based on the customer-based
brand equity framework.
a. Assess brand associations at each level of the consumer-based brand equity pyramid.
Critique the customer-based brand equity. What meanings are strong and dominant? Which are
unique from the competition? Which are positive and negative? What meanings resonate with
the target market?
b. Construct a behavioral profile of extreme users, if any, and discuss the influence of consumer
emotions during the brand purchase or consumption experience.
c. Develop a consensus map to capture relevant images and metaphors associated with the
brand using the ZMET technique described in the Keller text (pp 302-304).The ZMET study
should include interviews from six different research participants. Documentation of ZMET
research participants’ identity, research procedure, images/materials from research participants,
an original mental map and other images generated during the research process must be
included in an appendix.
d. Discuss key observations obtained from the ZMET study and identify key issues and
opportunities to reinforce brand equity anywhere along the brand pyramid.
 V. Reflections and Recommendations (40%)
Integrate research findings from the above research activities to generate marketing
recommendations that address specific branding issues
Develop specific strategic and tactical recommendations that improve brand management and brand
communication over the short term (i.e., 18-24 month period). Recommendations should be closely
integrated to reassure brand image, awareness and equity are maximized.

VI. Bibliography (10%)

All secondary information sources such as journals, magazine articles, websites and industry reports
must be properly acknowledged and formatted with in-text citations of the original source and an
organized list of references. Please strictly adhere to APA guidelines for properly documenting
information sources used in the final brand audit report.
NOTE: Instances of plagiarism are not governed by these bibliography guidelines, but instead will be
treated as academic misconduct and handled according to JHU academic misconduct policies.

VII. Appendices
A separate appendix is required for supporting documents, including (a) visual images, copies of
brand materials, links to branded multi-media materials, (b) copy of all ZMET research materials
(should be condensed and organized) and (c) reports summarizing research findings.

Brand Audit Deliverables

Written Report. The Brand Audit report is a 10-page single-spaced paper. Teams must submit two
copies of the brand report – a hard copy is due at the beginning of class and an electronic copy is due
prior to class via Blackboard in Week 8.
The final report must conform to the following: must include a title page, table of contents, bibliography
and appendices (as described above). Standard formatting must also include:
 Typewritten, single-space, numbered pages
 1-inch margins on all four sides
 12-point classic font
 Stapled report, with cover page containing names of all team members.

Team Presentation. In Week 8, teams will deliver a 15-minute presentation, followed by a 5-minute
Q&A. Please submit both a hard and electronic copy of the presentation prior to class. Presentations
should succinctly communicate the present situation, describe the brand challenges, discuss the goal
of the primary research, summarize pre-test research findings and explain proposed branding
recommendations.
 Appendix 4: CONTRIBUTION RUBRICS MARKS FOR INDIVIDUAL IN GROUP
Beginning Developing Accomplished Exemplary
(0%) (25%) (75%) (100%)
Content  He/she  He/she  He/she  He/she contributes
(30%) delivers the contributes contributes about 100%
content not the content about 75%  Content is very
matching the about 25%  Content is fine, good, follow the
group  Content is follow the APA APA citation.
leader’s not good, citation
requirements. not follow
 Content is APA
very poor, citation
copy paste
the content on
the website ,
not follow
APA citation.
Cooperat  He/she does  He/she  He/she  He/she contributes
ion not cooperate contributes contributes about 100%
(25%) with leader , about 25% about 75%  Consistently offer
as well as  Rarely  Offer ideas and ideas and ask
other member offer ideas ask questions in questions for further
 Never offer and ask group which explanation.
ideas and ask questions help to clarify  Excellent group
questions discussion for work skill
all
 Very good
group work skill
On task  He/she does  He/she  He/she does the  He/she does the job
(25%) not submit does the job late about 1 very on time and
the task on job late time. responsible for the
time about 2-3 job
 He/she does times.
not go to
group
meeting
Commun  He/she does  He/she  He/she  He/she
ication not listen to communica communicates communicates
& others, be tes fine well excellent
listening aggressive or
(20%) ignore all the
communicati
on
 He/she does
not
communicate
to others.
Appendix 5: Event note
1. What is the aim of this event?
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2. When and where is your event?
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3. Describe your event decoration (for example, standee, backdrop
size, colour and design)? What are your recommendations of
their event decoration?
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4. Would you please describe the event agenda? What are your
recommendations of this agenda (if possible)?
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5. What is the content of this event ? Please kindly take note the
guest speaker.
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6. How do you know about this event? By which media? What are
your recommendations about event media?
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7. Do you feel interested in this topic? Which topic would you

want to hear for next workshop?
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