Describe the sociocultural meaning of brands; Apply brand equity and brand building concepts; Construct global brand strategies.
- Understanding The Social Psychology of Brands;
- Emotion and Brands;
- The Symbolic Meaning of Brands;
- Cultural Meaning Systems and Brands;
- Brand Equity;
- Building Brands through Marketing Communication;
- Measuring Brand Performance and Equity;
- Brand Strategies – Symbolic Brands;
- Brand Strategies – Low Involvement Brands;
- Brands, Innovation, and High Technology;
- Brand Stretching and Retrenching;
- Managing Corporate Reputation;
- Final Project Presentation.
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