BRAND CAMPAIGN IN INDUSTRY (2 Credits)

Learning Outcomes:

On successful completion of this Course, students will be able to: Explain strategic implications of branding; Construct brand diversity and brand management concept; Analyze branding strategy components; Compose brand campaign strategy.

Topics:

1. Brand: Origins, Heritage and Importance;
2. Strategic Implications of Branding;
3. Brand Diversity: The types of brands;
4. The new rules of brand management;
5. Brand identity and positioning;
6. Launching the brand;
7. Sustaining a brand long term;
8. Adapting to the market;
9. Brand architecture;
10. Brand transfers;
11. Brand rejuvenation;
12. Brand audit;
13. Managing global brands.