Brand management is a vital component in the development and implementation of marketing strategy. This course helps students to better understand the process and techniques used by brand managers when leveraging their brands as the company’s strategic assets. This course is designed to develop students’ understanding of the importance of brand equity as well as how to build, measure and manage brand equity. Topics will include understanding brands from the customer’s perspective, building brand equity, measuring brand equity, leveraging the brand portfolios and managing brands over time and in different marketing context.
By the end of this course, students will be able to:
• Explain the key concepts and frameworks used in brand management decisions
• Understand the elements that comprise brand equity and how brand equity is built and managed
• Describe the key stages of the brand management process
• Apply the use of brand audits to evaluate brands
• Understand the behavioural dimensions of brand relationships with customers
• Analyze and evaluate brand strategies used in different contexts covering consumer, business-tobusiness, services and non-profit organizations.
• Understand the challenges and opportunities of extending the brand in international marketing environments