- Downstream and up-stream market actors
- Brand Portfolio Management Theory
- Brand Portfolio Roles
- Brand energizers for industrial and consumer brands.
- Industrial brand relationship spectrums
- How to create Brand Portfolio energy and vitality.
- Inclusive brand portfolio management:
- Ingredient branding, co-branding and brand alignment
- Brand portfolio future scenario planning.
ME2025 Brand Portfolio Management 6.0 credits
This course has been discontinued.
Last planned examination: Spring 2000
Decision to discontinue this course:
No information insertedInformation per course offering
Course offerings are missing for current or upcoming semesters.
Course syllabus as PDF
Please note: all information from the Course syllabus is available on this page in an accessible format.
Course syllabus ME2025 (Spring 2013–)Content and learning outcomes
Course contents
Intended learning outcomes
After this course, the participants should be able to more critically assess size and structure of a brand portfolio and how to optimize a brand portfolio strategically. To better judge when to add brands and when to prune the portfolio. Furthermore, to create synergy and efficient roles ascribed to different brands. Individual students should also be able to apply brand portfolio management as a versatile tool in their own career planning process and improve their own positioning in the marketplace.
Literature and preparations
Specific prerequisites
ME1023 Industriel Marketing, or similar.
Recommended prerequisites
Equipment
Literature
Aaker, D.A. (2004) Brand Portfolio Management, The Free Press, New York
Uggla, H (2006) Ed., Brand Portfolio Metaphors, Ph.D Brand Management Publishing Group, Sweden.
Examination and completion
If the course is discontinued, students may request to be examined during the following two academic years.
Grading scale
Examination
- LIT1 - Literature Task, 3.0 credits, grading scale: P, F
- TEN1 - Examination, 3.0 credits, grading scale: A, B, C, D, E, FX, F
Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.
The examiner may apply another examination format when re-examining individual students.
Opportunity to complete the requirements via supplementary examination
Opportunity to raise an approved grade via renewed examination
Examiner
Ethical approach
- All members of a group are responsible for the group's work.
- In any assessment, every student shall honestly disclose any help received and sources used.
- In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.
Further information
Course room in Canvas
Offered by
Main field of study
Education cycle
Add-on studies
ME2026 Brand Trends and Traditions. NB: The course is not given 2013/14.
Contact
Supplementary information
Established 2007-01-01
Replaces 4D1314