BRAND MANAGEMENT

About this Course

This course introduces the concepts of brand management in practice of other marketing programs. This includes the understanding of brand terminology and activities of brand management such as brand values and positioning, the implementation of brand marketing programs and measurement of brand performance. Thus, it exposes how brands are managed as strategic asset. The course also represents students to the challenges commonly faced by brand managers.

Course Learning Outcomes

1) Analyze the core concepts of brand management.
2) Demonstrate managerial skills related to formulation of brand management strategies.
3) Present a brand plan.

Course Syllabus

+ Course Syllabus

1) Brands and Brand Management
2) Customer-Based Brand Equity and Brand Positioning
3) Brand Resonance and the Brand Value Chain
4) Choosing Brand elements to Build Brand Equity & Leveraging Secondary brand Associations to Build Brand Equity
5) Designing Marketing Programs to Build Brand Equity
6) Integrating marketing Communications to Build Brand Equity
7) Branding in Digital Era
8) Developing a Brand Equity Measurement and Management System
9) Designing and Implementing Brand Architecture Strategies
10) Introducing and Naming New Product and Brand Extensions

Frequently Asked Questions

Q1 : Who can join this course?
A1 : Any student regardless of background who interested to learn about branding and brand management.