Successfully creating and managing brands is a subject of high relevance to companies ranging from small to medium to multinational. As a function of marketing, brand management involves the planning and analysis of how a brand is perceived in the market. All activities centre on attracting and then building a close relationship with targeted consumers. The course is structured in such a way that students will be introduced to brand benefits, narratives, names, logos, brand personality, consumer-brand relationships, brand communications, brand-scapes, and pricing. The topic will also introduce students to the challenges of international brands, specifically with respect to addressing the challenges of cultural variables in a selling context.
This topic aims to provide students with key insight into the:
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