People Innovation Excellence
 

GLOBAL BRAND MANAGEMENT (2 Credits)

Learning Outcomes:

Describe the sociocultural meaning of brands; Apply brand equity and brand building concepts; Construct global brand strategies.

Topics:

  1. Understanding The Social Psychology of Brands;
  2. Emotion and Brands;
  3. The Symbolic Meaning of Brands;
  4. Cultural Meaning Systems and Brands;
  5. Brand Equity;
  6. Building Brands through Marketing Communication;
  7. Measuring Brand Performance and Equity;
  8. Brand Strategies – Symbolic Brands;
  9. Brand Strategies – Low Involvement Brands;
  10. Brands, Innovation, and High Technology;
  11. Brand Stretching and Retrenching;
  12. Managing Corporate Reputation;
  13. Final Project Presentation.

Published at : Updated

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