Branding

Course Description 

The course begins with an introduction to International marketing and its primary components. Throughout the subject we will be studying each of the elements that compose Brand Management, in order to understand broadly the characteristics, strategies, and importance of these elements in a company; contextualized in a political, economic and cultural environment.

Justification 

Can anything be branded? A brand creates value by offering a combination of superior quality, continuity and predictability, ease of recognition, and peace of mind. While any product or service can be “decorated” with a name, a logo, a slogan and other visual attributes, such outward expressions are not sufficient to develop a strong brand. They help buyers identify a firm ́s offering in a cluttered environment. However, a strong brand also must have a distinct and unique identity in the mind of buyers, which is built through a consistent and coherent marketing effort over time.

General Objective of the Course

Lead the student in the development and APPLICATION of International Brand Management concepts.

Assessment