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.