Brand Management & Strategy

Catalog description

This advanced course explores the principles and strategies behind building, managing, and sustaining strong brands in a competitive marketplace. Students will examine key branding concepts, including brand equity, positioning, identity, personality, and consumer perception. The course emphasizes strategic decision making in brand development, extension, and revitalization, as well as the role of storytelling, digital branding, and global brand management. Students will gain practical skills in crafting brand strategies that enhance customer loyalty and market differentiation.