BRANDING IN STRATEGIC COMMUNICATION (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Applying the strategically branding in communication strategic on national and multinational corporations; Analysing the national and multinational corporation communication, and then setting the solution in branding communication strategic contexts; Implementing and evaluating the branding in communication strategic; Create a brand comprehensive element such as brand name, logo, and symbol; brand character; brand slogan, brand jingle, and brand packaging.

Topics:

1. Brands and Brand Management;
2. Brand Resonance and the Brand Value Chain;
3. Choosing Brand Elements to Build Brand Equity;
4. Designing Integrating Marketing Communications to Build Brand Equity;
5. Leveraging Secondary Brand Associations to Build Brand Equity;
6. Measuring Sources of Brand Equity: Capturing Customer Mind Set;
7. Brand Architecture Strategies;
8. New Products and Brand Extensions;
9. Managing Brands Over Geographic Boundaries;
10. Closing Observations;
11. Enrichment Activity: Case study analysis and discussion – Customer-Based Brand Equity and Brand Positioning;
12. Enrichment Activity: Case study analysis and discussion – Designing Marketing Programs to Build Brand Equity;
13. Enrichment Activity: GUEST LECTURE – Developing a Brand Equity Measurement and Management System;
14. Enrichment Activity: Case study analysis and discussion – Measuring Outcomes of Brand Equity: Capturing Market Performance;
15. Enrichment Activity: Case study analysis and discussion – Managing Brands Over Time;
16. Enrichment Activity: GUEST LECTURE – Final Individual Presentation about Branding in Communication Strategic Project.