STRATEGIC BRAND MANAGEMENT (4 SCU)

Learning Outcomes:

On successful completion of this course, students will be able to: Identify Components to Build Brand Equity; explain Branding Challenges and Opportunities; illustrate Solutions to Cases Related to Strategic Brand Management.

Topics:

1. Brands and Brand Management;
2. Customer-Based Brand Equity and Brand Positioning;
3. Brand Resonance and the Brand Value Chain;
4. Choosing Brand Elements to Build Brand Equity;
5. Designing Marketing Program to Build Brand Equity;
6. Integrating Marketing Communications to Build Brand Equity;
7. Branding in the Digital Era;
8. Leveraging Secondary Brand Associations to Build Brand Equity;
9. Developing a Brand Equity Measurement and Management System;
10. Measuring Sources of Brand Equity: Capturing Customer Mind-Set;
11. Measuring Outcomes of Brand Equity: Capturing Market Performance;
12. Designing and Implementing Brand Architecture Strategies;
13. Managing Brands Over Time.