B321B Brand Management


Prof. Dr. Oliver Schnittka (University of Southern Denmark)

Course description: B321B
Language: English
Recommended for this semester or higher: 5
ECTS-Credits: 6
Course can be taken as part of following programs/modules: International Economics
International Business Administration
Economics and Business Administration
Prerequisite for:


Prerequisites: ---
Limited attendance: 90
Registration: Please see below for details.
Course Type: Lecture (3 weekly lecture hours) - Online Block Course

Wednesday , April 19, 2023 from 6pm – 10pm c.t
Thursday, April 20, 2023 from 6pm – 10pm c.t.
Friday, April 21, 2023 from 8am – 5pm c.t.
Saturday, April 22, 2023 from 8am – 1pm c.t.
Please note: Courses take place online.


Limited to 90 participants. Registration will open on February 1, 2023 in ALMA - end of registration time: April 16, 2023.
If the number of applications exceeds the number of places available, we unfortunately will not be able to accept all of the applicants. In this case, a random selection will be made from all the applications received. Only admitted students will receive an email with details after the registration period.
(10 places are reserved for new exchange students who are to be enrolled as of April 2023 -> Early Bird Registration via email, please send your proof of enrollment to marketingspam - letter of confirmation stating that you are enrolled as an exchange student).

Downloads: in ILIAS
Method of Assessment:

Written exam, or oral examination, or assignments or presentation or online assessment
Details can be found on the website of the Examinations Office.
Important Note: Only students who have been admitted by us to this lecture, can be accepted to take part in the exam!


Developing and managing strong brands is of high managerial relevance since strong brands with high levels of brand equity are a valuable intangible asset with a potentially strong impact on firm value. A unique and distinctive brand gives firms the ability to differentiate their products and thus generate a competitive advantage, especially in times of increasing product homogeneity.


It is the learning goal of the course that the student can:
- demonstrate knowledge within the course topic by being able to describe the central concepts, theories, models, and strategies of brand management
- demonstrate skills to illustrate, analyze, and critically discuss the relevant strategies to build brand equity; to analyze options for measuring sources and outcomes of brand equity; and to illustrate, analyze, and critically discuss options for developing and configuring brands nowadays.


Keller, K. L. (latest ed.): Strategic Brand Management, Prentice Hall. Chapters 1-7 and 9-14.
Articles (minor changes possible):
- Aaker, D.A., and Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 50, pp. 27-41.
- Fischer, M., Völckner, F., and Sattler, H. (2010): How important are brands? A cross-category, cross-country study. Journal of Marketing Research , 47, pp. 823-39.
- John, D. R., Loken, B., Kim, K., and Monga, A.B. (2006): Brand concept maps: A methodology for identifying brand association networks. Journal of Marketing Research, 43, pp. 549-563.
- Schnittka, O., Sattler, H., and Zenker, S. (2012): Advanced brand concept maps: A new approach for evaluating the favorability of brand association networks. International Journal of Research in Marketing, 29, pp. 265-274.