Brand Management (BRA301)
Vietnamese title: Quản trị thương hiệu
Credits: 3
Prerequisites: MKT101 or MMK101 or MKG101 or CCO201

Description:
This course is designed to develop knowledge, skills, and perspectives to support the application of managing products and developing brand strategies in the marketing area. It helps students to gain insights into the role of product and brand management in gaining and maintaining customer loyalty. Students are encouraged to make effective use of AI-powered tools to support their assignments. These technologies can assist in research, idea generation, content organization, and campaign planning, helping them focus more on strategic thinking and creativity in brand management.

Learning outcomes:
Demonstrate understanding of brands and brand management theories
Apply analytical thinking skills in a brand management context.
Evaluate how a brand management system can capture customer mindset and market performance
Develop strategies and tactics to build, measure and manage brand equity.
Enhance student ability to plan, evaluate and communicate brand strategies
Develop a critical attitude towards brand management
Enhance the ability to predict the consequences of ethics in brand equity

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance

Tools:
Internet

Materials:
description: Strategic Brand Management: Building, Measuring, and Managing Brand Equity.
author: Kevin Lane Keller, Vanitha Swaminathan
publisher: Pearson
published_date: 2019
isbn: ISBN-10: 1292314966, ISBN-13: 978-1292314969
description: What Great Brands Do: The Seven Brand-Building Principles That Separate The Best From The Rest
author: Denise Lee Yohn
publisher: Wiley
published_date: 2014
isbn: ISBN-10 ‏ : ‎ 111861125X, ISBN-13 ‏ : ‎ 978-1118611258
description: Xây Dựng Thương Hiệu Từ Những Viên Gạch Đầu Tiên
author: Brand & Bricks
publisher: NXB Lao Động

Assessments:
category: Brand Analysis and Audit
type: on-going
weight: 25.0
duration: in class and homework
question_type: LO1, LO2, LO3, LO4, LO6, CLO7
no_question: Report + PresentationTask Description:Students will work in groups of 4 or 5 and immerse themselves in an extensive analysis of a specific brand as well as the company that owns it. As this is an extensive analysis, it will involve qualitative and quantitative research, and literature/market/industry review. Students are encouraged to select a brand for which public information is readily available. Brand managers, research managers and C-level executives are supposed to be the target audience for the brand audit report. Accordingly, the report should have multiple components including Brand History and Overview, Key Challenges Facing Brand, Brand Inventory, Brand Exploratory and maybe, Brand Resonance Pyramid. Presentation:For the 20-minute presentation, you are required to showcase all of your key points mentioned in your report in front of your classmates to help them gain insights into the brand you have chosen. Report: Include the following sections in your report1. Brand History and Overview Summarize the evolution of the brand, including its past and present positioning.2.Key Challenges Facing Brand Explain the key challenges facing the brand and lay the foundation for the brand audit focus and outcomes.3. Brand Inventory: Brief description/summary of each item 4. Brand Exploratory: Focus Group Insights 5. Reflections and Recommendations Generate marketing recommendations that address specific branding issues.6. Appendices Notes: Students are required to:1. Obtain formal approval from their lecturer for their selected topic before beginning the assignment.2. Use AI tools to research the industry and product category of their chosen brand by:• Synthesizing and aggregating industry information• Writing a brief summary of key findings• Demonstrating comprehensive understanding of the industry prior to topic consultation• Including a clear acknowledgment of AI tool usage in the report3. Note that while AI tools may be used to gain industry insights: • Students must acknowledge all AI-generated information in their reports.• Students must demonstrate their ability to conduct the brand audit independently.• The use of AI tools is required but will not be graded separately; the quality of their completed work will be assessed as a whole.Each student will need to conduct at least one interview/survey (choice of person interviewed to be approved by the instructor) and include the full transcript of the interview in the annex section of the report.An example of a completed brand audit appears in the textbook.
knowledge_and_skill: 1
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters (1-10).
note: Rubric: Brand Audit Group Assignment
1. Report (65%)
a. Brand History and Overview (10%)
Clear and concise summary of the brand’s evolution.
Demonstrates understanding of brand’s past/present positioning and relevance.
b. Key Challenges Facing the Brand (10%)
Identifies critical, evidence-based challenges.
Provides clear link to why these challenges matter for the audit.
c. Brand Inventory (10%)
Comprehensive and organized review of brand elements (logo, slogan, packaging, distribution, communications, etc.).
Balanced qualitative and quantitative details.
d. Brand Exploratory (15%)
Quality of primary research (e.g., focus group, survey, interviews).
Insightfulness of findings (e.g., customer perceptions, associations, experiences).
Integration of findings into the brand’s situation.
e. Reflections and Recommendations (10%)
Creative, realistic, and well-argued recommendations.
Directly address the brand challenges.
Show originality, feasibility, and alignment with brand positioning.
f. Literature / Market / Industry Review (5%)
Incorporation of credible secondary sources (academic + industry)
Shows evidence of both qualitative & quantitative research.
g. Organization, Formatting, Appendices (5%)
Professional structure (executive summary, headings, flow).
Appendices (focus group transcript, charts, tables) add value.
APA/Harvard citation style correct.
2. Presentation (25%)
a. Content & Key Insights (10%)
Covers all main sections of the report concisely.
Highlights major insights and challenges clearly.
b. Delivery & Engagement (5%)
Speakers are confident, organized, and balanced in group contribution.
Slides are professional, clear, and visually engaging.
c. Audience Relevance (5%)
Tailored for brand managers, executives, classmates.
Focused on decision-making insights rather than just description.
d. Time Management & Q&A (5%)
Stays within 20-minute limit.
Handles Q&A professionally and knowledgeably.
3. Effective usage of AI tools (10%)
Students will explain how they have utilized various AI-powered tools in their assignment.
category: Brand Campaign
type: on-going
weight: 30.0
duration: in class and homework
question_type: LO1 => LO7
no_question: Report + PresentationTask Description:Based on their Brand Audit, students will continue working with their teammates again to create one brand campaign in order to address brand’s challenges and embrace brand image. The brand campaign should follow brand voice guidelines and is able to highlight thoroughly the brand personality of the organization. For this assessment, students will practise with and apply the brand strategy model and methods to a real world brand of your choosing. Students will learn the difference between brand campaign strategies and other types of campaign strategies. Presentation:For the 20-minute presentation, you are required to showcase all of your key points mentioned in your report in front of your classmates.Your presentation should showcase how we are able to increase brand awareness and brand equity by using the right strategies, content and media platforms.Report:Students will apply all of the knowledge they have gained so far to create a simulated campaign again with the purpose of enhancing brand awareness and brand equity. The structure of the report will be revealed and modified during the class based on the brands the students choose to focus on.
knowledge_and_skill: 1
grading_guide: Option1: Test the acquainted knowledge which student obtained in the delivered chapters (11-14).Option 2: (For Constructivism Approach only): Follow lecturer's proposal
note: Rubric: Brand Campaign Plan Assignment (Option 1: Report + Presentation)
1. Report (65%)
a. Campaign Strategy & Alignment (15%)
Clear articulation of campaign objectives (awareness, equity, positioning).
Strong alignment between campaign goals and the brand’s challenges, image, and personality.
Distinguishes a brand campaign strategy from other campaign types.
b. Application of Brand Strategy Models (15%)
Effective use of models (e.g., Keller’s CBBE, Aaker’s brand identity model, resonance pyramid).
Shows how theory is translated into actionable strategy.
Demonstrates understanding of brand equity concepts.
c. Creativity & Brand Voice (10%)
Campaign reflects brand personality and adheres to brand voice guidelines.
Innovative ideas, engaging storytelling, and fresh approaches.
Realistic yet distinctive in positioning the brand.
d. Content & Media Plan (10%)
Clear articulation of proposed content types (visuals, messaging, storytelling).
Justification of chosen media platforms (digital, social, traditional).
Integration across platforms for consistency and reach.
e. Feasibility & Recommendations (10%)
Campaign plan is realistic given resources (time, budget, context).
Recommendations are actionable and defendable.
Risks and limitations considered.
f. Report Structure & Research Support (5%)
Logical, professional structure (executive summary, sections, flow).
Evidence from qualitative/quantitative data, industry sources, or case examples.
Correct referencing (APA/Harvard).
2. Presentation (30%)
a. Content & Insight Delivery (10%)
Highlights the key elements of the campaign strategy.
Shows how the campaign enhances brand awareness and equity.
Clear link to research and theory.
b. Creativity & Engagement (10%)
Presentation design is engaging, professional, and on-brand.
Delivery captures audience interest and communicates brand personality.
Strong group collaboration with balanced participation
c. Relevance & Audience Tailoring (5%)
Tailored for an executive-level audience (brand managers, C-suite).
Focuses on decision-making insights and practical outcomes.
d. Time Management & Q&A (5%)
Presentation flows well and stays within 20 minutes.
Q&A handled confidently, showing strong grasp of the material.
3. Effective usage of AI tools (5%)
Students will explain how they have utilized various AI-powered tools in their assignment.
category: Class participation and preparation
type: on-going
weight: 10.0
duration: in class
category: Quizz
type: on-going
weight: 5.0
duration: 35 mins
question_type: LO1 => LO4
no_question: Multiple choice questions. 0.25/ a correct answer
knowledge_and_skill: 40
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters up to the exam date.
category: Final exam
type: Final exam
weight: 30.0
duration: 60 mins
question_type: LO1, LO3, LO4, LO5, LO6, LO7
no_question: Multiple choice
knowledge_and_skill: 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Closed-book exam

Schedule:
session: Course overview & introduction; overview of course assessment.
learning_outcomes: IT
materials: BRA301_Phấn 1
session: Chapter 1: Brands & Brand Management
learning_outcomes: IT
materials: BRA301_Phần 2
session: Chapter 1: Brands & Brand Management
learning_outcomes: IT
session: Chapter 1: Brands & Brand Management
learning_outcomes: IT
session: Chapter 2: Customer Based Brand Equity
learning_outcomes: IT
session: Chapter 2: Customer Based Brand Equity
learning_outcomes: IT
session: Chapter 2: Customer Based Brand Equity
learning_outcomes: I
T
session: Chapter 2: Customer Based Brand Equity
learning_outcomes: IT
session: Chapter 3: Brand Resonance & Brand Value Chain
learning_outcomes: I
T
session: Chapter 3: Brand Resonance & Brand Value Chain
learning_outcomes: I
T
session: Chapter 3: Brand Resonance & Brand Value Chain
learning_outcomes: IT
session: Group Project Guildelines and Individual Assignment Guidelines
Tutorial: online portfolio
Use AI to develop a brand campaign
learning_outcomes: IT
session: Chapter 4: Choosing Brand Elements to Build Brand Equity
learning_outcomes: I
T
session: Chapter 4: Choosing Brand Elements to Build Brand Equity
learning_outcomes: I
T
session: Chapter 4: Choosing Brand Elements to Build Brand Equity
learning_outcomes: I
T
session: Chapter 4: Choosing Brand Elements to Build Brand Equity
learning_outcomes: I
T
session: Case study: Brand Element Analysis
learning_outcomes: IT
session: Case study: Brand Element Analysis
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 5: Designing Brand Marketing Programs
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 5: Designing Brand Marketing Programs
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 6: Integrating Marketing Communications to Build Brand Equity
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 6: Integrating Marketing Communications to Build Brand Equity
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity
learning_outcomes: IT
session: Read at home, discuss in class on below:
Chapter 7: Leveraging Secondary Brand Associations to Build Brand Equity
learning_outcomes: IT
session: Chapter 8: Developing a Brand Equity Measurement and Management System
learning_outcomes: IT
session: Chapter 8: Developing a Brand Equity Measurement and Management System
learning_outcomes: IT
session: Chaper 9: Measuring Sources of Brand Equity: Capturing Customer Mind-Set
learning_outcomes: IT
session: Chaper 9: Measuring Sources of Brand Equity: Capturing Customer Mind-Set
learning_outcomes: IT
session: Requirements for Brand Audits & Brand Campaigns as Group Projects
learning_outcomes: U
session: Quizz
learning_outcomes: U
session: Chaper 10: Measuring Outcomes of Brand Equity: Capturing Market Performance
learning_outcomes: IT
session: Chaper 10: Measuring Outcomes of Brand Equity: Capturing Market Performance
learning_outcomes: IT
session: Chapter 11: Designing and Implementing Branding Architecture Strategies
learning_outcomes: IT
session: Chapter 11: Designing and Implementing Branding Architecture Strategies
learning_outcomes: IT
session: Group Debate: Online porfolio
learning_outcomes: IT
session: Group Debate: Online porfolio
learning_outcomes: IT
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Assessment: Brand Analysis and Audit
learning_outcomes: U
session: Chapter 12: Introducing and Naming New Products and Brand Extensions
learning_outcomes: IT
session: Chapter 12: Introducing and Naming New Products and Brand Extensions
learning_outcomes: IT
session: Chapter 13: Managing Brands Over Time
learning_outcomes: U
session: Chapter 13: Managing Brands Over Time
learning_outcomes: U
session: Guest Speaker: How to make your audiences know, trust and love your brand
learning_outcomes: ITU
session: Guest Speaker: How to make your audiences know, trust and love your brand
learning_outcomes: ITU
session: Chapter 14: Managing Brands Over Geographic Boundaries and Market Segment
learning_outcomes: IT
session: Chapter 14: Managing Brands Over Geographic Boundaries and Market Segment
learning_outcomes: IT
session: Chapter 15: Closing Observations
learning_outcomes: IT
session: Chapter 15: Closing Observations
learning_outcomes: IT
session: Revision
learning_outcomes: U
session: Revision
learning_outcomes: U
session: Assessment: Brand Campaign
learning_outcomes: IT
session: Assessment: Brand Campaign
learning_outcomes: IT
session: Assessment: Brand Campaign
learning_outcomes: U
session: Assessment: Brand Campaign
learning_outcomes: IT
session: Assessment: Brand Campaign
learning_outcomes: U
session: Assessment: Brand Campaign
learning_outcomes: IT