Strategic Brand Management

Learning Outcomes

Upon successful completion of the course, students are expected to be able to analyze the market and industry using latest strategic brand management frameworks; apply strategic brand management in competitive landscape within local and international context; demonstrate an understanding of strategic brand management in contributing an immediate business performance.

Topics

At the end of the eighties organizations discovered the value of brands. Many organizations were bought much more expensively than their real value, , just to get hold of some of the successful brands. Since the awareness of the value brands has grown, Brand Management is almost worthed to be regarded as a separate discipline within marketing. Buying, building and divesting brands need serious investments and a strategic approach. To formulate this strategy, we need a deep understanding of the role brands play in peoples’ life and the economics in branding.