brand management lecture 1

How this subject will work
 We will give you:
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Two hours (at most) Lecture Sessions
Short Online Videos (SOVs). Tell me if they’re useful
One hour tutorials
Consultations (check Moodle or talk to your tutor)

 You will need to:
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Participation is vital – you’ll get better at it
This is a conceptual subject
“deep” learning – important!
Attendance not compulsory, but non-attendance highly correlated with fail grades
– The link between participation and exam results is strong!
– Learning is your responsibility; we help you learn, we can’t/won’t force you Moodle
 Make sure you have access!
 Slides up the day before each lecture.
 Discussion groups
– All content queries must be public, on Moodle, Twitter, Facebook or in lecture/tute
– The more you use this, the better it will be
– You can even write the exam if you like!
 Interesting brand-related links

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Discussion is important
 Moodle is useful
– Not time-dependent
– A good record for later revision (24/7)
– Try out mad ideas!
– Respond to each other
– Post messages, read messages, talk about them in class
– Get input from fellow students and staff outside class times
– Doing well in this subject requires understanding, not just rote learning – so the more discussion the better

Exam questions?
 Exams aren’t fun but we have to have them
 Reduce the terror – write questions yourselves!
 Get feedback, clarify your thinking...

Defining brand
 De Chernatony and dall’Olmo Riley (1999): “a multidimensional construct whereby managers augment products or services
(offerings) with values and this facilitates the process by which consumers confidently recognize and appreciate those values”

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Defining “brand” (2)

 Keller (2003): “A brand is a name, term, sign, symbol, or design which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from