Jump to content

MF6-2000 Strategic Brand Management

Course description for academic year 2024/2025

Contents and structure

  • Customer based brand equity, brand positioning
  • How to build a brand
  • Brand associations
  • How to measure a brand's value
  • How to increase brand equity

Learning Outcome


  • Know the drivers for building strong brands.
  • Know how consumers process brand associations.
  • Know the concepts within the litterature on strategic brand management
  • Understand why and how public relations and promotion affect consumer behaviour.


  • Evaluate methods for building brands and brand equity.
  • Apply methods to identify consumer association network.
  • Design marketing programs.

General competence

  • Identify drivers for building strong brands and reflect upon these drivers.
  • Identify and evaluate different brand management strategies.

Entry requirements


Recommended previous knowledge

Marketing MF6-1000/BØA116 Marketing

or equivalent

Teaching methods

Lectures and team work.

Compulsory learning activities

Up to three mandatory assignments. Students must pass the asignments to be registered for the final exam.


4 hours written exam.

Evaluation: A-F

Examination support material


More about examination support material

Course reductions

  • RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints
  • RE6-202 - Marknadsanalyse og merkevarestrategi - Reduction: 5.5 studypoints