Strategic Brand Management

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.