Branding Strategic and Cultural Perspectives (BRSP)

Course description

The course addresses a phenomena of branding, born in the realm of business but having been extended into the social and cultural realm as well, affecting not only businesses but various stakeholders on the way. Branding has been considered one of the central aspects of marketing. Companies are working on strengthening their brand through improving their brand image, brand strategy with the view of increasing brand equity and brand loyalty.

Brands are a promise to a customer. But how the customers perceive this promise? It is not that straightforward as it seems. With the rise of the active consumer, companies face the challenge of getting to know their customers to improve the communication. In the global marketplace, companies and consumers are in constant negotiation over meanings of various objects, services, places and people. Students are therefore introduced to the dialectical processes between firms and consumers in which the meanings of the market are created. As such, BSCP aims to develop the analytical, strategic and creative thinking processes together with the skills related not only to cultural aspects of brand creation, identity, positioning and marketing but also to brands as cultural resources for companies in developing and maintaining their identity. Having completed the course the students should be able to understand the roles brands but also advertising in general play in markets. Furthermore, students should grasp that marketing strategies need to be in tune with the localized consumer cultures and have the necessary theoretical tools to understand those cultures and relate them to branding strategy. Some of the topics discussed are: managerial perspectives on branding, brand equities, value, co-creation, authenticity and others.

Intended Learning Outcomes

The aim of the course is on the one hand, to advance students’ knowledge of fundamental models and theories of brands as cultural resources in contemporary consumer culture and, at the other, to introduce and critically reflect on typical and central empirical phenomena of brands as expressions of culture in society at large. Upon completion of the course, students should be able to:

Knowledge and understanding
1. Describe and compare theories and central concepts about brands from both a producer and a consumer perspective.

Skills and abilities
2. Apply different theoretical approaches to brands as to understand their meanings in different contexts.
3. Orally and in writing conceptualise and convincingly argue for one’s position.

Judgement and approach
4. Analyse consumer culture as an ideological framework for understanding how companies, consumers and other stakeholders deal with brands in markets.
5. Critically reflect upon and evaluate the significance of brands for individual consumers and companies as well as for society at large.

Change semester  

Course title:
Branding Strategic and Cultural Perspectives
Semester: Spring term 2020
Study period: 1 2
Rate of studies: 50%
Level: Graduate level (second cycle)
Credits: 7.5
Language of instruction: English

Course code: FE5349



Course coordinator:
Gustav Innala
Head of course:
Natalia Tolstikova
Natalia Tolstikova
Student services:
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