MARK-573 How to Build Strong Brands
Fall for 2016-2017
Branding is the added-value that is often the key driver of customer demand and enables organizations to command a significant premium over their competitors and commodities. ‘Brand equity’ is therefore of vast commercial worth, and its creation, development and leverage a critical component of the marketing function. This course lays special emphasis on the best practice of brand management in a very pragmatic and contemporary context. It is based on the premise that truly world class brands derive from companies that embrace the concept in a holistic way throughout their organizations rather than simply giving the responsibility to an individual department with a limited number of tools at their disposal. In so doing it addresses a wide variety of arenas, including consumer products, services, business-to-business, technology, not-for-profit and the very topical subject of internal branding.

Credits: 1.5
Prerequisites: MBA Students Only
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