PRODUCT & BRAND STRATEGY (2 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – design product and brand strategy; LO2 – describe brand performance measurement; LO3 – analyze how to grow and sustain brand equity.

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 Programs to Build Brand Equity;
6. Branding in the Digital Era;
7. Developing a Brand Equity Measurement and Management System;
8. Measuring Sources of Brand Equity: Capturing Customer Mind-Set;
9. Measuring Outcomes of Brand Equity: Capturing Market Performance;
10. Designing and Implementing Brand Architecture Strategies;
11. Introducing and Naming New Products and Brand Extensions;
12. Managing Brands Over Time;
13. Managing Brands Over Geographic Boundaries and Market Segments.