Module 2 - Branding

Branding has become a topic of high interest to businesses, not just in its traditional area of consumer markets, but across B to B, Services, drugs and vaccines, and other markets. Branding is not only concerned with advertising or logo design, but entails a variety of elements that, together, contribute to create value. Brands are ubiquitous. They appear omnipresent in our society and play a vital role in most markets. The course dives into their functioning and centers itself around their sociocultural significance. The course will explore what branding means and its profound implications for the company as a whole. Consumer goods are the starting point because it is in this arena that branding concepts are most established, but their application to other industries will be also discussed.


From June 27th to July 8th, 2022

Total ECTS (European Credit Transfer System) : 5

Module taught by Lionel SITZ, Professor of Marketing


Concepts and subjects covered:

  • Creating value through brands
  • Launching new brands
  • Developing iconic brands
  • Adapting aging brands
  • Brand consistency and brand stretching


This course is centered around a systemic and multidimensional perspective on strategy . During this module, a special emphasis will be given to class participation and group work on case studies. Also, you will be involved in critical discussion of assigned readings given before the class. This will offer you the opportunity to discuss how strategy is operationalised by consultants in strategic management and to reflect critically on what is exchanged in class. Possible short videos could be watched to focus on specific cases. This course tackles down the cultural dimensions of branding: brands are cultural entities that translate cultural values into market value. During the course, participants will be exposed to different industries, multiple case studies as well as various consumption universes. The work will lead to reflexive discussions on the development of iconic brands and their management to familiarize participants with dealing with brand creation, brand management, and brand long-run survival. Multiple formats will be used during the class to support participants’ implication and motivation.


Assessment: class participation (40%), group work (30%), individual final report (30%)


Get to know more about Module 1.