| 学部・研究科Faculty/Graduate school | GISDepartment of Global and Interdisciplinary Studies |
| 添付ファイル名Attached documents | |
| 年度Year | 2023 |
| 授業コードClass code | A6266 |
| 旧授業コードPrevious Class code | |
| 旧科目名Previous Class title | (Brand Strategy) |
| 開講時期Term | 春学期授業/Spring |
| 曜日・時限Day/Period | 月3/Mon.3 |
| 科目種別Class Type | |
| キャンパスCampus | 市ヶ谷 / Ichigaya |
| 教室名称Classroom name | 市外濠‐S603 |
| 配当年次Grade | 2～4 |
| 単位数Credit(s) | 2 |
| 備考（履修条件等）Notes | |
| 他学部公開科目Open Program | |
| 他学部公開（履修条件等）Open Program (Notes) | |
| グローバル・オープン科目Global Open Program | ○ |
| 成績優秀者の他学部科目履修制度対象Interdepartmental class taking system for Academic Achievers | ○ |
| 成績優秀者の他学部科目履修（履修条件等）Interdepartmental class taking system for Academic Achievers (Notes) | 制度ウェブサイトの3．科目別の注意事項(1)GIS主催科目の履修上の注意を参照すること。 |
| 実務経験のある教員による授業科目Class taught by instructors with practical experience | ○ |
| SDGsCPSDGs CP | |
| アーバンデザインCPUrban Design CP | |
| ダイバーシティCPDiversity CP | |
| 未来教室CPLearning for the Future CP | |
| カーボンニュートラルCPCarbon Neutral CP | |
| 千代田コンソ単位互換提供（他大学向け）Chiyoda Campus Consortium | |
| 旧科目との重複履修Duplicate Subjects Taken Under Previous Class Title | × |
| カテゴリー（2024年度以降入学者）Category (commenced 2024 onwards) | |
| カテゴリー（2020～2023年度入学者）Category (commenced 2020-2023) | 200-level Intermediate Courses（中級） |
| カテゴリー（2016～2019年度入学者）Category (commenced 2016-2019) | 200-level Intermediate Courses Business and Economy |
【授業の概要と目的（何を学ぶか） / 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.
【到達目標 / Goal】
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.
【この授業を履修することで学部等のディプロマポリシーに示されたどの能力を習得することができるか（該当授業科目と学位授与方針に明示された学習成果との関連） / 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”.
【授業で使用する言語 / Default language used in class】
英語 / English
【授業の進め方と方法 / Method(s)】
（学期の途中で変更になる場合には、別途提示します。 /If the Method(s) is changed, we will announce the details of any changes. ）
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.
Feedback can be given verbally, non-verbally or in written form.
【アクティブラーニング（グループディスカッション、ディベート等）の実施 / Active learning in class (Group discussion, Debate.etc.)】
あり / Yes
【フィールドワーク（学外での実習等）の実施 / Fieldwork in class】
なし / No
【授業計画 / Schedule】
授業形態 / methods of teaching：対面/face to face
※各回の授業形態は予定です。教員の指示に従ってください。
| 回 / No. | 各回の授業形態予定 / methods of teaching | テーマ / Theme | 内容 / Contents |
|---|---|---|---|
| 1 | オンライン/online | Course Introduction | Course Introduction |
| 2 | 対面/face to face | What is a Brand? | Learn how the definition of "brand". |
| 3 | 対面/face to face | Brand Equity | Learn how new brand equity is a set of assets. |
| 4 | 対面/face to face | 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 | 対面/face to face | Brand Awareness | Learn new brand awareness and the strength of a brand's presence in the consumer's mind. |
| 6 | 対面/face to face | Perceived Quality | Learn about how new perceived quality is a brand association that is elevated to the status of a brand asset. |
| 7 | 対面/face to face | Brand Associations | Learn how new brand equity is supported in great part by associations that consumers make with a brand. |
| 8 | 対面/face to face | Name, Symbol and Slogan | Learn how the new name, symbol and slogan are the basic core indicators of a brand. |
| 9 | 対面/face to face | Brand Extension | Learn about line extensions, brand stretching, brand extensions, and co-branding. |
| 10 | 対面/face to face | Brand Identity | Learn the definition of brand identity and related concepts. |
| 11 | 対面/face to face | Brand Personality | Learn how new brand personality is a set of human characteristics associated with a given brand. |
| 12 | 対面/face to face | Brand Strategies over Time | Learn the reason why consistency is good. |
| 13 | 対面/face to face | Managing Brand Systems | Learn how to manage brands in a complex environment. |
| 14 | 対面/face to face | Review and Final Exam | Review of what students have learned from this course and final exam. |
【授業時間外の学習（準備学習・復習・宿題等） / 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.
【テキスト（教科書） / Textbooks】
No textbook will be used. Handouts will be provided by the instructor.
【参考書 / References】
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.
【成績評価の方法と基準 / Grading criteria】
Class participation（20%）
Assignment（20%）
Final exam（60%）
【学生の意見等からの気づき / Changes following student comments】
The course structure and content was favorably evaluated.
【その他の重要事項 / Others】
This course is conducted based on academic knowledge and the lecturer's global business experience.
【Prerequisite】
None