Strategic Brand Management

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-to-business, services and non-profit organizations.

- Understand the challenges and opportunities of extending the brand in international marketing environments