MARK-573 How to Build Strong Brands
Fall for 2017-2018
Branding is a key driver of customer demand and enables organizations to command a significant premium over competitors. Brand equity is therefore of vast commercial worth and its creation, development, and leverage are a critical component of effective marketing.
This course will introduce students to best practices in brand management in a very pragmatic and contemporary context.
The main learning objectives of the course are:
(1) To understand relevant theories and models of branding to make effective branding decisions
(2) To develop the skills necessary to develop and implement brand programs. Specifically, this course will help students develop the following skills: (a) Creating positioning statements; (b) Planning a unified and consistent brand program that takes into account the different drivers of brand equity ;(c) Planning a brand portfolio to leverage brand equity; (d) Measuring and evaluating brand performance.
Prerequisites: MBA Students Only
Other academic years
There is information about this course number in other academic years: