Brand Strategy in the Digital Age
|School||School of Business + Media|
|Minimum Passing Grade||50%|
|Start Date||September 07, 2021|
|End Date||December 18, 2021|
|Pre-requisites||Acceptance into the Bachelor of Business Administration Degree program.|
Acknowledgement of Territories
The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).
|Instructor to provide|
|Location||SE6 - 306|
|Office Hours||Instructor to provide|
At the core of every great business is a great brand. In this course, students will learn how to break down and analyze the elements of a great brand and then utilize the tools to build them. Students will learn how to position and brand products and services in order to prevent them from being turned into commodities, with the understanding that all marketing communications campaigns serve the larger mission of developing a brand. Brand managers face many challenges including how to use brand architecture to develop strategic direction, and how to develop value propositions that resonate with key audiences. The complexity of these challenges has been exacerbated through the digitization of consumer communication. The goal of this course is to provide concepts, models, methods, and role models that will help address these challenges and position brand managers to keep pace with rapidly advancing technology.
Course Learning Outcomes/Competencies
Upon successful completion of this course, the student will be able to:
- Communicate the basics of what makes a brand digitally competent and robust.
- Explain how to have a vision for how each actively-managed brand should be perceived by its target audience and design unique value propositions.
- Develop competency with brand development tools to create brand-building strategies.
- Use brand culture, brand dynamics, and brand resonance tools.
- Differentiate between brand culture, brand dynamics, and brand resonance and explain each of their roles in creating valuable brand equity.
- Explain the difference between functional and experiential brands and the steps involved in moving brands along that continuum.
- Analyze the factors involved in knowing when to stretch an existing brand, when to employ a new brand, when to use sub-brands, and when to use endorsed brands.
- Describe the different approaches to brand valuation, including brand equity.
- Prepare a final report that uses brand and campaign strategy to solve a real-world business problem.
- Demonstrate team collaboration skills.
- Demonstrate strong written and oral presentation skills.
There is no assigned textbook for this course, but there is substantial required reading.
A variety of websites, online tools, PDFs, free e-books and other digital resources will be shared weekly via the Learning Hub. Material from assigned readings (including videos and podcasts) is the necessary background for your assignments, maybe on the final exam, and will be discussed on online discussion boards. Don’t fall behind!
LinkedIn Learning (formerly Lynda.com)
The BCIT Library acquired access to LinkedIn Learning, an online learning platform that features instructive videos on a wide variety of subjects, including business, software, technology and creative skills to achieve personal and professional goals. You'll need to be logged into LinkedIn Learning to watch some of the embedded videos and linked videos in this course.
Harvard Business Publishing
The BCIT Library has also acquired access to some Harvard Business Publishing resources.
We will be using articles and case from this site extensively in this course, so accessing them is essential!
The BCIT Library and BCIT’s librarians are wonderful, underutilized resources. There are loads of relevant materials available online from the library if you’re not able to visit campus. Check out these resources:Ask Away
|Lab Assignments x 3||30|
|Case Studies x 6||20|
Course Schedule and Assignments
Introduction to the case method
Hammond, J. (2002, April 16). Learning by the Case Method. Harvard Business Publishing, 4.
Ellet, W. (2018, August 17). How to Write Case Based Essays. Harvard Business Publishing, 18.
Questions on the case method and course outline
Discussion of Term Project
Module 1: What is a brand?
Holt, D. (2003, November 15). Brands and Branding. Harvard Business Publishing, 12.
Value Propositions into Brand Cultures
Discuss Assignment #1
Module 2: Brand Positioning
Avery, J, Gupta, S. (2014, May 1). Brand Positioning. Harvard Business Publishing, 37.
Brand Culture Presentations
Assignment #1: Brand Culture Presentations
Module 3: Competing on Brand
Bagga, C. Dawar, N. (2015, June 1). A Better Way to Map Brand Strategy. Harvard Business Publishing, 9.
Avery, J. (2015, August 24). Brand Portfolio Strategy and Brand Architecture Harvard Business Publishing, 25.
Case: The Park Hotels: Revitalizing an Iconic Indian Brand
Discuss Assignment #2: Brand Strategy Map
The Park Hotels: Revitalizing an Iconic Indian Brand
Module 4: Brand Storytelling
Avery, J. (2020, October 1). Brand Storytelling. Harvard Business Publishing, 26.
Aaker, D, Aaker, J. (2015, June 1). What are your Brand Stories? Harvard Business Publishing, 17.
Fryer, B, McKee, R (2003, June 1). Storytelling that Moves People. Harvard Business Publishing, 4.
Avery, J, Keinan, A, Paharia, N. (2010, November 1). Capitalizing on the Underdog Effect. Harvard Business Publishing, 2.
Cancelled for Midterm Exam
Assignment #2: Brand Strategy Map Due
Case: Superbowl Storytellling
Discuss: Assignment #3: Brand Story
Module 5: Social Mission Branding
Bharadway, S, Vila, O. (2017, September 1). Competing on Social Purpose. Harvard Business Publishing, 9.
Case: Daily Bread: The Adoption of Social Missions
Daily Bread: The Adoption of Social Missions
Assignment #3: Brand Story Due
Module 6: Brand Activism
Holt, D. (2003, March 1). What Becomes an Icon Most? Harvard Business Publishing, 6.
Holt, D. (2004, September 15). How Cultural Branding is Different. Harvard Business Publishing, 33.
Case: Brand Activism and Colin Kaepernick
Brand Activism and Colin Kaepernick
Module 7: The Uninvited Brand
Holt, D (2016, March 1). Branding in the Age of Social Media. Harvard Business Publishing, 11.
Emrich, O, John, L, Mochon, D, Schwartz, J. (2017, March 1). What’s the Value of a Like? Harvard Business Publishing, 8.
Open lab to check in on term projects
Term Project: Self Evaluation
Module 8: Cult Branding
Avery, J, Israli, A. (2020, March 6). Influencer Marketing. Harvard Business Publishing, 30.
Campbell, C, Farrell, J. (2020, July 15). More Than Meets the Eye: The Functional Components Underlying Influencer Marketing. Harvard Business Publishing. 11
Case: Chase Sapphire
Module 9: Brand Communities
Ofek, E, J, Libai, B, Muller, E. (2018, January 10). Customer Lifetime Social Value. Harvard Business Publishing, 23.
Auh, S, Eisingerich, A, Merlo, O, (2014, January 1). Why Customer Participation Matters. Harvard Business Publishing, 8.
Independent work on term project
Module 10: Human Branding vs AI
Bianzino, N, Daugherty, P, Wilson, HJ. (2017, July 27). When AI Becomes the Face of your Brand. Harvard Business Publishing, 3.
Dawar, N. (2018, May 1). Marketing in the Age of Alexa. Harvard Business Publishing, 8.
LinkedIn Learning: Marketing Ethics
Case: Glossier Co-creating a Cult
Glossier Co-creating a Cult
The Brand called YOU
Bedbury, S. (1997, August 31). The Brand Called You. Fast Company. Retrieved on May 27, 2021 https://www.fastcompany.com/28905/brand-called-you
Term Projects are due
w/o Dec 6
Final Exam Week (no Final Exam)
Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.
Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.
Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.
Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at https://www.bcit.ca/about/administration/policies.shtml
Guidelines for School of Business + Media
Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.
Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.
In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.
A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.
These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at https://www.bcit.ca/pts/pts_withdrawals.shtml.
I verify that the content of this course outline is current.
Danielle Wilson, Program Head
August 17, 2021
I verify that this course outline has been reviewed.
Steve Yallouz, Program Head
August 23, 2021
I verify that this course outline has been reviewed and complies with BCIT policy.
Kevin Wainwright, Project Director
August 26, 2021
Note: Should changes be required to the content of this course outline, students will be given reasonable notice.