Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
JAP: International Brand Communication28542/1894/2021/1/09
Study guide

JAP: International Brand Communication

28542/1894/2021/1/09
Academic year 2020-21
Is found in:
  • International programmes Management and Communication
This is a single course unit.
Study load: 4 credits
Teaching staff: Heirman Wannes
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2020 ()
Re-sit exam: is possible.
Compensated fail: This course unit is eligible for compensation according to the compensated fail criteria as determined by the degree programme you are enrolled in.

Caution

This information is subject to possible future changes in the Corona-measures.

Short description

Brands play a key role in the communication strategy of a company. They help to establish the identity of the firm in the marketplace and to develop a solid customer franchise. 

Many firms move into international markets by acquiring companies in other countries or by entering into international alliances. They therefore need to harmonise their brand portfolio across boundaries on the basis of a cohesive and effective brand strategy.
What kind of communication strategy will they choose? Is there a differentiation of strategy in time, place or culture?
The course IBC gives the students a theoretical and practical view on the methods, techniques used by the big global brands as listed in the Interbrand top 100 list of brands.

Prerequisites

There are no prerequisites for this course.

Educational organisation (text)

Lectures and seminars.
Discussion groups.
Guest colleges.
Workshops.

Course content

Brands play a key role in the communication strategy of a company. They help to establish the identity of the firm in the marketplace and to develop a solid customer franchise.
Many firms move into international markets by acquiring companies in other countries or by entering into international alliances. They therefore need to harmonise their brand portfolio across boundaries on the basis of a cohesive and effective brand strategy.
What kind of communication strategy will they choose? Is there a differentiation of strategy in time, place or culture?
The course IBC gives the students a theoretical and practical view on the methods, techniques used by the big global brands as listed in the Interbrand top 100 list of brands.

The following topics will be treated in the course.

The strategical positioning of a brand in a wider brand portfolio.
The creation and measurement of brand awaireness.
Building brand equity
Patterns of brand architecture, brand portfolio
Dynamics in brand structure
Branding strategies
Cultural aspects of worldwide communication campaigns
Strategies of international companies in selecting sponsoring objects

Study material (text): Mandatory

Questions for the written exam will be distilled from the content of the powerpoint slides and students' notes of the lectures.



Recommended reading for students (merely for interested readers, no study material for the exam):

Douglas, S. P., Craig, C. S., & Nijssen, E. J. (2001). Integrating branding strategy across markets: Building international brand architecture. Journal of International Marketing, 9(2), 97-114.
Li, Z. (2001). Cultural impact on international branding: A case of marketing Finnish mobile phones in China. University of Jyväskylä.
Salinas, G. (2011). The International Brand Valuation Manual: A complete overview and analysis of brand valuation techniques, methodologies and applications. John Wiley & Sons.

Evaluation (text)

50%: Presentation made by five students in which they critically evaluate the international branding strategy of a global brand.In case you would have passed for this part at the first exam moment, the points of this part will be transferred to the resit examination.
50 %: Written exam.