Brand Strategy

Course Director: Nurit Nobel

This course focuses on how to build, manage, and communicate strong brands. In today’s complex environment of unlimited consumer choice, brands are some of the most valuable assets a firm possesses. Strong brands help organizations differentiate their offerings, build lasting customer relationships, and create long-term value. Managing them effectively, however, requires more than just compelling advertising. Managers must understand how to build and sustain brand strategies that align with consumer needs, market realities, and the firm’s broader business objectives.

In this course, students will learn theories, frameworks, and practical tools for understanding brand equity—the value a brand creates for both the organization and its consumers. Emphasis is placed on developing strategic thinking about how brands can drive customer differentiation and long-term business growth. The course leverages lectures, guest speaker presentations, readings, classroom discussions, and an applied project to equip students with the knowledge and skills needed to develop effective brand strategies in today’s dynamic market landscape.

Pedagogical Approach

The course combines theory and practice to provide a deep and applied understanding of brand strategy. The theoretical foundation is built on prominent models and frameworks from contemporary research in marketing, consumer behavior, and brand management. This knowledge is reinforced through guest lectures from prominent Swedish and international brands, demonstrating how theories are applied in practice. The group project provides an opportunity for students to apply course concepts in a real-world setting.

Course Administrator: Rebecca.Gruvhammar@hhs.se

The overall learning outcome for the course is that, upon completion, students should be able to design, evaluate, and communicate brand strategies that strengthen a company’s market position and value creation. More specifically, students should be able to:

1. Identify and explain key concepts, models, and theories related to brand strategy.
2. Apply these concepts to analyze real-world brand challenges and propose solutions.
3. Design effective brand strategies and communication plans that align with firm goals and stakeholder needs.
4. Communicate analyses and recommendations effectively through professional writing and oral presentations.

General entry requirements

The course literature is both theory- and practice-oriented. It consists of a selection of articles from leading scientific peer-reviewed journals within marketing, as well as leading practitioner-oriented publications such as Harvard Business Review. For each topic, there are both required readings as well as additional optional readings for those wishing to go deeper. Reading list for each session is provided in the syllabus on Canvas; final course literature will be available on Canvas in January.

The examination consists of three main parts, which together assess a student’s achievements in relation to the ILOs. To pass the course, a student needs a total of at least 50 points (out of 100 points available). The examination parts are as follows:

Examination part - Individual/Team - Percent of grade - ILOs

1. Written exam - Individual - 60% - 1,2
2. Brand challenge group project - Team + Individual - 25% + 5% - 2, 3, 4
3. Mid-term presentation - Team + Individual - 5% + 5% - 1, 2, 4

Written Exam (60%)
An individual written exam consisting of multiple-choice and essay questions, assessing students’ knowledge of core branding concepts, models, and frameworks, and their ability to apply these to practical situations. Assessment is based on conceptual understanding, analytical reasoning, application of theory, and clarity and structure of written responses.

Brand Challenge Group Project (30%)
Students work in teams to analyze a real-world brand challenge, develop a brand strategy, and propose a communication and brand experience plan. Assessment consists of a written report (20%) and an oral presentation (10%), evaluating the quality of the analysis, application of course concepts, strategic recommendations, and written and oral communication. The oral presentation includes both team (5%) and individual (5%) assessment.

Mid-Term Presentation (10%)
Students work in teams to select and present an academic research article, explaining its relevance and implications for their chosen brand challenge. Assessment focuses on understanding and application of academic research, quality and structure of the presentation, and individual presentation delivery. The grade consists of team (5%) and individual (5%) components.

Find the course schedule in TimeEdit

Based on student feedback and course evaluations, several improvements have been made to the course. The reading list has been updated to better balance foundational theories with contemporary developments in branding, and lectures have been refined to strengthen the coherence and progression of course content. Assignment instructions have been clarified, particularly for the mid-term presentation. Elements that were highly appreciated, such as industry guest speakers and real-world applications, have been reinforced.

Have you been granted educational support because of a documented disability? If so, please contact the course director as soon as possible so that adequate accommodations can be made.

Contact specialneeds@hhs.se if you have questions about being granted educational support or need a copy of your educational support certificate.

For more information, visit the Specific Educational Needs page on the Student Hub (login required).