COURSE NUMBER: EWMBA 262.1
COURSE TITLE: Strategic Brand Management
UNITS OF CREDIT: 3 units
INSTRUCTOR: Lynn Upshaw
EMAIL: upshaw@haas.berkeley.edu
MEETINGS DAY(S)/TIME: Thursdays, 6 – 9:30pm
PREREQUISITE(S): EWMBA206
Course Description
There has never been a more exciting time to be
managing brands or working with those who do. This course is a hands-on,
practical exploration of product, service, and enterprise-wide brand building
and management. The course will include:
§ Assessing Real Time Brand Challenges - A significant portion of class time during the semester will
involve assessing the wisdom of actions taken by brands in real time. For
example, the class will discuss topical issues such as (examples only): the
battle between Apple and Samsung and other electronics brands for the hearts
and minds of mobile users; the impact of “fast forward” fashion houses on
traditional brands like The Gap, the pullback of Cisco from a broadening consumer
focus back to their core business meaning, and how B2B companies are
increasingly finding the need to redesign their brand architectures.
These discussions and many others will be an opportunity for students to
explain how they would approach the increasingly critical issues brands are
facing.
§ Emphasis on CEM – The
brand management field is increasingly focusing on customer experiences. Thus,
this course will be an assignment to complete a Customer Experience Audit of a
brand of the students’ choosing. This will provide students with an
opportunity to learn about the many ways that the brand’s presence is projected
to customers and prospects.
§ Day in the Life: We will
repeatedly discuss what a brand or marketing manager does in various
industries, and how to enter that field. All guest speakers (see below)
will be asked to describe the “day in the life” of their company’s
marketing/brand managers, and to suggest how to enter the field in the future.
§ Career-focused Speakers: The
course will include at least five marketing executives with experience
particularly relevant to the needs of Haas students. These speakers will
be drawn from the ranks of such industries as (examples only): retail
apparel, consumer packaged goods, B2B services, healthcare, technology, and
other brand-sensitive industries.
§ Contemporary Cases and Topical Articles – The Brand Management
course does not require the reading of a textbook. Instead, reading
assignments will only include cases, articles, and online sites that bring to
bear topical issues that students are likely to encounter in the
workplace.
Strategic
Brand Management is an elective that will deal with exciting business issues
that continuously evolve in every way but one: the way in which brands
impact the business performance of virtually every B2C and B2B business.
Course Components:
Course components will
include class participation in case analysis, team exercises, a team brand
audit paper, and a team brand marketing plan, which will serve as a hand-in final.
The course will include the following components:
§ a
4-person team customer experience audit
§ 4-person
case analysis team exercises
§ a
2-person team brand marketing plan
§ an
individual concepts exam, and
§ Highly
interactive participation in case discussions and debates
Instructor
Lynn Upshaw is a recognized authority on strategic brand marketing, the
principal of the Upshaw Marketing consultancy, and a member of the marketing
professional faculty at Haas for the past ten years. Lynn has guided
hundreds of MBA candidates through the intricacies of corporate and
product/service brand building, and has been a recipient of the Earl F. Cheit award for
teaching excellence. He is also the
former Faculty Director for the Berkeley Executive Leadership Program, Berkeley-Nanyang
Advanced Management Program and the Shanghai University Executive Development
Program at the UC-Berkeley Center for Executive Education.
Lynn has served in the
past as a Senior Consultant to Interbrand and to Bridge Strategy Group
management consultants. Prior to that, he was Executive Vice President
for Client Brand Marketing at Ketchum Advertising Worldwide and EVP/COO of that
organization’s largest office.
Consulting and Workshop
Experience
In his consulting, Lynn
Upshaw helps corporate clients build marketing plans and strategic brand
platforms, assesses and manages brand equity research, counsels managers and
senior executives on building comprehensive marketing programs, leads marketing
training, and conducts strategic planning workshops. His
consulting and workshop clients have included (abridged list in alphabetical
order): Bank of America, Bayer
Corporation, Bio-Rad Laboratories, BEA Systems, BlackRock/iShares, Coverity
Inc., DTS Digital Cinema, Health Net Inc., Intel Corp., Kaiser Permanente, NEC
Corporation, R.H. Donnelley, SBC Communications (now AT&T), TriNet HR
Corp., Wind River Systems, Visa International, WellPoint Health Networks, and
3Com Corp., among others.
Thought Leadership
Lynn has written
numerous articles for such publications as Advertising Age, Brandweek,
The Peking University Business Review (PRC), brandchannel.com, The
Journal of Brand Management (UK), marketingprofs.com, Advertising
Express (India), and The Journal of Integrated Marketing Communications.
He has also authored or co-authored three highly regarded books on marketing
strategy:
§ Building
Brand Identity: A Strategy for Success in a Hostile Marketplace (John Wiley
& Sons, 1995), which has been listed by Amazon.com as one of the ten
most popular books on brand building;
§ The
Masterbrand Mandate: The Management Strategy That Unifies Companies and
Multiplies Value (also from Wiley, 2000), co-authored with
Earl Taylor, which was awarded the 2001 WPP Worldwide Atticus Grand Prix Award;
and
§ Truth:
The New Rules for Marketing in a Skeptical World,
(Amacom, 2007), described by marketing scholar Philip Kotler as a “blueprint
for winning marketing performance in an age of transparency.
Additional
Lynn has also been the
keynote or featured speaker at industry and client conferences throughout North
America, and in Europe, Asia, South America, and India. He has created and facilitated dozens of
brand building and strategic planning workshops covering a wide variety of
marketing subjects.
Lynn serves, or has
served, on the advisory boards of brandchannel.com, The CMO Council
“Brand Protection” Program, Thunder Factory Marketing, Inc., MindPath
Interactive Media, Benchmark Metrics, Inc., UC-Berkeley Extension/Marketing
Group, Gliding Eagle Wine, and the Presidio School of Management.
Lynn received his BSA
and MSA degrees from Northwestern University. He lives with his wife,
Susan, in Kentfield, California.