GLOBAL BRAND MANAGEMENT (4 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:Analyze Identifying and Establishing Brand Positioning and Values; Design Planning and Implementing Brand Marketing ProgramsInterpret Measuring and Interpreting Brand Performance; Evaluate the growing and sustaining Brand Equity

Topics:

1. Brands and Brand Management;
2. Customer-Based Brand Equity And Brand Positioning;
3. Brand Resonance And Brand Value Chain;
4. Choosing Brand Elements And Designing Marketing Program to Build Brand Equity;
5. Integrating Marketing Communications to Build Brand Equity;
6. Leveraging Secondary Brand Associations to Build Brand Equity;
7. Developing a Brand Equity Measurement and Management System;
8. Measuring Sources of Brand Equity: Capturing Customer Mind-Set;
9. Closing Perspectives;
10. Measuring Outcomes of Brand Equity: Capturing Market Performance;
11. Designing and Implementing Branding Strategies;
12. Introducing and Naming New Products and Brand Extensions;
13. Managing Brands over Time And Over Geographic Boundaries andMarket Segments.