STRATEGIC COMMUNICATION FOR BRANDING (2/2 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – Identify components and communication strategies to build brand equity; LO2 – Explain brand communication challenges and opportunities; LO3 – Design creative idea to answer study cases related to strategic communication for branding.

Topics:

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