PRODUCT AND BRAND MANAGEMENT

Catalog description

The brand is the identity of a company. Today is even more important because of social media and competition, as consumers are exposed to new brands every day. It is essential to create and maintain brands that attract the attention, interest, and trust, as well as the opportunity to gain some control over how the company is perceived. The objective of a brand is to create a clear, understandable, and positive image to increase the recognition and loyalty of the company. However, many of marketing decisions are aimed at pricing, communication, or distribution without considering their impact on the value of the brand. In this course, marketing strategies and tactics will be examined and managed to maximize the value of existi ng brands. Topics will include product management, brand identity and positioning, development, creating differences and competitive advantages, marketing communications and messages, sub-brands, line extensions, distribution strategies, and measuring brand value over time.