The course has three sections.

The first section is and introduction to brand management. The concepts of brands and brand management are defined an explained. The positive effects that brands have for both the customers that use them and the companies that own them are described. There is also a short introduction to the valuation of brands and a brief history of brands in society.

The second section focuses on the core of brand management - positioning the brand in the mind of the customer. Key topics covered in this section are brand awareness, brand associations, and competitive positioning.

The third section deals with the more practical issues involved in brand management. The brand elements and the role these play for strong brands are explained. The strategic issues involved in creating brand growth are covered: brand extensions, brand architecture and brand portfolio management, various forms of cobranding, and brand communication. Finally, some of the organizational aspects of brand management, and well some of the more tactical issues are explained.

The following topics are covered in this course:

A brief history of brands
Psychological value of brands
Finacial valuation of brands
Brand positioning
Brand elements
Different forms of cobranding and partnerships
Brand architecture
Brand extensions and brand growth
Brand communication
Internal brand management
Brand growth tactics

Subject description 6279

Branding Management

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