Department of Global and Interdisciplinary Studies

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Brand Management

Takamasa FUKUOKA

Class code etc
Class code A6253,A6532
Year 2020
Faculty/Graduate school Department of Global and Interdisciplinary Studies
Previous Class title (Brand Strategy)
Attached documents
Class form
Term 春学期授業/Spring
Credit(s) 2
Day/Period 月4/Mon.4
Campus 市ヶ谷 / Ichigaya
Grade 2~4
Duplicate Subjects Taken Under Previous Class Title ×
Open Program
Global Open Program
Interdepartmental class taking system for Academic Achievers
Class taught by instructors with practical experience

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Outline and objectives

To explore effective management for building a strong corporate / regional brand. Brand strategy has been receiving attention since the 1980s, after the innovative concept of brand equity became an important part of marketing strategy, helping companies and local governments to survive a competitive marketplace. In this course, students will examine some significant theories by Aaker and Keller, who are eminent researchers in this field. Basic / advanced theories by other researchers will also be explored.


The purpose of this course is to develop an understanding of branding and branding strategy. Students will learn effective ways to build a strong brand.

Which item of the diploma policy will be obtained by taking this class?

Will be able to gain “DP 1”, “DP 2”, “DP 3”, and “DP 4”.

Default language used in class

英語 / English

Method(s)(2020年度はオンライン授業の実施に伴い、変更の可能性があります。変更は学習支援システム等で提示します。/Method(s) may change depending on the online lesson.Changes will be reflected in the Learning Management System, etc.)

In this course, students will read theories, discuss and analyze some case studies to find out the most suitable processes for building a strong brand, which will be helpful in increasing domestic and overseas sales. Moreover, as a wrap-up, we will also discuss the future outlook of brand management from a strategic viewpoint.

Active learning in class (Group discussion, Debate.etc.)

あり / Yes

Fieldwork in class

なし / No



1:Course Introduction

Course introduction

2:What is a Brand?

Learn how the definition of "brand".

3:Brand Equity

Learn how new brand equity is a set of assets.

4:Brand Loyalty

Learn new brand loyalty is one of the brand assets, and key considerations when placing a value on a brand that is to be bought or sold.

5:Brand Awareness

Learn new brand awareness and the strength of a brand's presence in the consumer's mind.

6:Perceived Quality

Learn about how new perceived quality is a brand association that is elevated to the status of a brand asset.

7:Brand Associations

Learn how new brand equity is supported in great part by associations that consumers make with a brand.

8:Name, Symbol and Slogan

Learn how the new name, symbol and slogan are the basic core indicators of a brand.

9:Brand Extension

Learn about line extensions, brand stretching, brand extensions, and co-branding.

10:Brand Identity

Learn the definition of brand identity and related concepts.

11:Brand Personality

Learn how new brand personality is a set of human characteristics associated with a given brand.

12:Brand Strategies over Time

Learn the reason why consistency is good.

13:Managing Brand Systems

Learn how to manage brands in a complex environment.

14:Review and Final Exam

Review of what students have learned from this course and final exam.

Work to be done outside of class (preparation, etc.)

As instructed, students will have to read chapters of the coursebook and also other materials for each class. Preparatory study and review time for this class are 2 hours each.


No textbook will be used. Handouts will be provided by the instructor.


Aaker, D.A (1991) Managing Brand Equity: Capitalizing on the Value of Brand Name, Free press.
Aaker, D.A (1996) Building Strong Brand, Free press.
Keller, K.L (1998) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, Pearson Education.

Grading criteria

Evaluation will be based on class participation (40%) and the final exam (60%).

Changes following student comments

The course structure and content was favorably evaluated.


This course is conducted based on academic knowledge and the lecturer's global business experience.