People Innovation Excellence

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.

 


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