NHL Stenden

Branding & communication

Strategic brand management involves the development and implementation of marketing programmes and activities in order to build up, measure and manage brand equity. The theoretical foundation of this module is the CBBE model, or Customer Based Brand Equity model developed by Keller (2010).

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Factsheet

  • Semester: fall
  • Level: Second Year module of the MEM major programme
  • Amount of ECTS: 9
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Strategic brand management involves the development and implementation of marketing programmes and activities in order to build up, measure and manage brand equity. The theoretical foundation of this module is the CBBE model, or Customer Based Brand Equity model developed by Keller (2010). As the name of this model suggests, the starting point is the importance of the customer in the creation of brand value. After all, everything ultimately centres on the value that the customer attributes to the brand compared to an unbranded product or a competing brand.

The CBBE model is a blueprint for brand building and is based on a number of consecutive steps that need to be followed to create a strong brand. The steps are as follows:

  1. Establish the right brand identity, which means answering the question: Who are you and what do you want to put across as a brand?
  2. Create brand significance, which involves answering the question: What are you as a brand? Derived from performance and brand images.
  3. Elicit a brand response, thus creating positive desired responses to the brand among customers.
  4. Create brand relationships, thus bringing about true, deeply rooted loyalty to the brand among customers.

These steps are of great importance to developing a strong brand and thus binding customers to it. In this module you will therefore be working on creating brand equity by bringing about strong, positive and unique brand associations. A high brand value leads not only to loyal customers but has many other advantages, such as bigger profit margins, a stronger competitive position and - especially important in the media - potential licensing opportunities. As well as building brand equity, the module examines the measurement and the management of brand value.

To be able to understand the concept of Branding & Marketing Communication using appropriate methodology.

  • Number of credits : 9 EC
  • Status of the module: Second Year module of the MEM major programme
  • Entry requirements: Successful completion of first year Media & Entertainment Management, or equivalent; in particular, basic knowledge of marketing and research theory
  • Examination: Group module assignment and participation