Learning objectives
The aim of the course is to provide students with the conceptual and operative instruments to understand and analyse the development of brand value processes in vertical marketing systems. In particular, the course proposes to focus attention on the distribution branding phenomenon, or rather on company brand management policies. To that end, the course proposes to explore the aims of policies for distribution brands and new trends in managing private labels at international level. <br />
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Course unit content
Determiners of brand “value”. <br />
Vertical integration forms in branding functions. <br />
Success factors in Flagship Stores. <br />
The aims of distributors’ brand policies. <br />
The life cycle of a commercial brand. <br />
The value of a private label in terms of potential consumers. <br />
The impact of distribution branding on the vertical relations of the chain. <br />
The contribution of the private brand to differentiation processes between brands. <br />
International trends in managing store branding policies. <br />
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Bibliography
Exam text <br />
FORNARI E. (2007), “Economia della marca commerciale. Le dimensioni del branding distributivo”, Milano, Egea. <br />
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Recommended reading <br />
CRISTINI G. (2006), “Marketing d'insegna e marca privata. Strategie e implicazioni operative per distributori e copackers”, Milano, Il Sole 24Ore <br />
KELLER K. BUSACCA B. OSTILLIO M. C. (2005), “La gestione del Brand. Strategie e sviluppo”, Milano, Egea <br />
AAKER D. (2002), “Brand Equity. La gestione del valore della marca”, 4° ed., Milano, Franco Angeli <br />
Teaching methods
Students who attend the course will be informed of the modality and content of the exams by the lecturer. Students who do not attend will be examined on the bibliography indicated above.
