Brand Management

Course Description
The aim of the course is to equip students with theoretical and practical knowledge necessary for a successful and efficient management of brands. It provides the framework for the analysis of the main factors determining success of a brand in the market and introduces techniques and tools necessary for management of brands, such as: development of vision for the brand, identify the correct market niche, design a communication and marketing strategy and implement it. The class will also cover the following topics: brand building, evaluation of brand definition, brand positioning, strength and profitability; evaluate brand’s maturity and repositioning of mature brands, rebranding topics, the link between brand and image of the corporation, corporate identity.

Course Learning Outcomes
After taking Brand Management, the student will be able to:
–Explain the role of the brand in today's economy;
–Describe the purpose and methods of effectively managing brands including how to build brand equity and establish brand identity;
–Formulate effective brand strategies for consumer and business goods and services;
–Demonstrate the ability to conduct a critical brand audit, including recommendations for changes and improvement in brand management.