Brand Management

Catalog description

This course examines the brand as a strategic system of meaning that integrates visual identity, values, personality, and positioning to create distinctive and compelling offerings for consumers. The course explores how organizations build, measure, and sustain brand equity over time; manage brand and product portfolios; and foster strong consumer relationships and loyalty. The course also addresses global branding and ethical considerations, with an emphasis on strategic planning, implementation, and applied analysis through cases and team projects.