Branding

Course description

The course is aimed at applying marketing and approaches for making branding decisions. Topics cover a very advanced knowledge of the branding cycle, brand knowledge, brand equity, the value of trademarks, and marketing actions that influence consumer behavior.

Course objectives

The student will gain knowledge of understanding the importance of evaluating and planning brand strategies and will be better qualified to make better branding decisions. Topics cover the branding cycle, brand knowledge, brand equity, the value of trademarks, and marketing actions that influence consumer behavior.

Course topics

  • Brand management within the marketing environment
  • Product Branding
  • Brand Identity
  • Brand Equity
  • Planning and implementation of brand marketing programs
  • Measurement of brand performance
  • Targeting and understanding consumers
  • Personal branding

Evaluation

  • In-class activity
  • Presentation
  • Written final exam