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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.DEMANGEOT
Intervenant(s)Catherine DEMANGEOT

Pré requis

Students must have a knowledge of basic marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to:
- Evaluate and improve the value of a brand
- Identify, implement, and manage actions aimed at increasing the value of a brand

Contenu du cours

The course provides a comprehensive view of key brand management decisions aimed at exploiting the value of a brand for both consumers and companies. Four key areas are covered in the class: an introduction to how brands work and brand management, the brand equity concept, brand positioning and value, and branding strategies. Alongside lectures, students will be required to research and analyse brands found in the market. Group and individual assignments are designed so that students can apply the concepts discussed in class and propose their own recommendations as brand managers. An active, interactive, and critical approach is fundamental for this course.

Industry practitioners will share their experience of how, in practice, they bring brands to life and how they compete.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project14,00  
Estimated personal workload7,00  
Independent work
Reference manual 's readings6,00  
Charge de travail globale de l'étudiant48,00  

Méthodes pédagogiques

  • Research
  • Seminar
  • Project work
  • Interactive class


The course will be assessed via participation in class, as well as a 6-part project, during which students will be responsible for a brand. They will need to carry out primary research to understand perceptions about their brand, before providing an assessment of the brand's positioning and developing recommendations about the development of the brand.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Oral presentation0,25130,00
Individual Project14,00160,00
TOTAL     100,00


  • Keller, K.L., Apéria, & Georgson, M. (2008), Strategic Brand Management: A European Perspective, Prentice Hall, Harlow. -

  • Aaker, D. (1996), Building Strong Brands, The Free Press, New York. -

  • De Chernatony, L. (2010), From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands (Third Edition), Elsevier, Burlington, MA. -

Ressources internet

  • IESEG Online

    Course material will be published in the course website.

* Informations non contractuelles et pouvant être soumises à modification
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