This course covers how to apply the concepts of management and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, with a focus on direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.
Code
BA5042
Name
BRAND MANAGEMENT
Credits
2
Pre-requisites
Major=MSc: International Management OR Major=MSc: Int'l Mgmt (NGO & Mission-Based Track) OR Major=MSc: Int'l Mgmt (Sustainability Systems Track)
Co-requisites
None
Can be taken twice for credit?
No
Discipline
BA (Business)
Level
Graduate
Type
Regular
CAMS ID
4551
Last update with CAMS
Identify and establish brand positioning and values to build customer-based brand equity in a variety of global and regional contexts.
Plan and implement branding programs through integrated marketing communications and brand associations to build brand equity.
Critically evaluate and assess how brand management systems and frameworks maintain consistent customer perceptions and enhance market performance through sources and outcomes of brand equity.
Design specific strategies that focus around extending, revitalizing and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement)
Term Code Name
Spring 2021 BA5042 BRAND MANAGEMENT