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Ningxia University

brand

Ningxia University via XuetangX

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Overview

The current course “Branding” introduces the concepts of brands and brand management and explains why they are so important, especially when it comes business. On top of the concepts, this course explains the psychological and social aspects of consumer brands, exploring their symbolic nature, and investigating the importance of values, their expression through brand personality and enactment through relationships.

This course illustrates brand management; introduces the methods of communication between business and customers; and shows the opportunities and impacts of internet on branding. The course explains in depth how the brand DNA, the essence of a brand, is created and refined. Moreover, this course helps its leaners gain a full definition of the cognitive or rational dimensions of a brand proposition and emphasizes their use in communication. This course also contains a basic explanation on the critical role of added values and explores the concept of brand equity and its dimensions, looks at ways of valuing brands. This course describes in details how the pleasure principle can be used to define and measure deep customer satisfaction. The teaching team of this course also offers clarification on the legal definitions that a brand mark and intellectual property can use for protection, introduces the research processes needed for under- standing and categorizing consumer needs.


Syllabus

  • 1 Branding
    • 1.1 Introduction
    • 1.2 Concept of brand
    • 1.3 Characteristics of brands
    • 1.4 Historical Evolution of brands
    • 1.5 Brand categorization
    • 1.6 Other perspective on branding
  • 2 Brand Configuration
    • 2.1 Branding and its relationship to marketing
    • 2.2 Shot size
    • 2.3 Range brands
    • 2.4 Line brand identity
    • 2.5 Product brands
    • 2.6 Brand extensions
    • 2.7 Global versus local brands
  • 3 How Consumers Choose Brands
    • 3.1 Brands and the consumer’s buying process
    • 3.2 Brands buying behavior
    • 3.3 Meet the consumers` demand
    • 3.4 Give a valuable brand name
    • 3.5 Steps to name the brands
    • 3.6 Ways to audit brand names
    • 3.7 The brand as a risk reducer
  • 4 Service, Retail and Trade Branding
    • 4.1 Service branding /Service-driven economies
    • 4.2 Reinforce the brand
    • 4.3 Consumer marketing tools
    • 4.4 Strengthen Retail brands
    • 4.5 Business purchase
    • 4.6 Continued service and delivery
  • 5 How Consumer Brands Satisfy Social and Psychological Needs
    • 5.1 How Consumer Brands Satisfy Social and Psychological Needs
    • 5.2 Added values beyond functionalism
    • 5.3 Brands and symbolism
    • 5.4 Self-Concept and branding
    • 5.5 Brand values and personality
    • 5.6 Brand personality and relationship building
    • 5.7 The contribution of semiotics to branding
  • 6 Emotional Brand Dimension
    • 6.1 The pleasure dimension
    • 6.2 Ideological brand pleasure
    • 6.3 Psychological brand pleasure
    • 6.4 Sociological brand pleasure
    • 6.5 Cultural brand pleasure
  • 7 Brand Equity of Online Brands
    • 7.1 Brands on the Internet
    • 7.2 Re conceiving the concept of‘brand’?
    • 7.3 The importance of the online brand experince
    • 7.4 How to improve the brand image
    • 7.5 The evolving role of the internet in brand building
    • 7.6 The challenges facing brands on the internet
    • 7.7 Brand equity of onling brands
    • 7.8 Adopt brands into internet life -a hand in hand ‘know-how’
  • 8 Protecting the brand and its expression
    • 8.1 History of the trade mark
    • 8.2 The creation of goodwill
    • 8.3 Legal definitions
  • 9.examination
    • Final exam

      Taught by

      Yajie Zhao, Yu Pengliang, Pang Dongmei, and Wang Yin

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