BRANDING & VALUE CREATION (3 SCU)

Learning Outcomes :

Upon successful completion of this course, students are expected to: evaluate the role of brand in companies’ performance; develop frameworks based on the principles of marketing to analyze the communicative quality of a brand; apply appropriate brand management principles in marketing decision making; choose the most appropriate decisions to a brand management problem based on research; propose innovative solutions to a brand management problem; and understand the role of brand in the digital world.

Topics:

A brand is a creation by a company and its customers. It should clearly reflect the promise the company makes to its customers, based on the strategies and vision for the future of its business and products. Therefore, it is vital that a company understands exactly what the customers expect from the brand, and that it continually lives up to these expectations. The aim of brand management is to create a brand that will build a long-term relationship – an unshakeable bond – between the company and its customers. With the development of digitalization in every channels and media, the role of brand has become increasingly important to maintain loyalty.

Brands with a high value are regarded as considerable assets to a company, so that when a company is sold a brand with a high value may be worth more than any other consideration. Branding, at its best, is more than a marketing responsibility – it is an integrative business practice.  Brand management has almost been built as a separate discipline within marketing. Buying, building and divesting brands asks for serious investment and a strategic approach. To formulate this strategy, we need a serious understanding of the roles brands play in peoples’ life and the economics in branding.

The course will explore various issues related to Brand Management, Brand Portfolio, Brand Personality, Brand Activation and Rejuvenation. The course requires students to perform the role as a Brand Manager who oversees the performance of brand over time.