Handbook

Strong brands are key assets for companies. This subject will focus on the management of brands, including developing brands that resonate with consumers, building brand equity, measuring brand performance and managing brands over time. It has been designed to provide students with the capabilities to evaluate, design and make recommendations … For more content click the Read More button below.

Brands and brand managementEthics and brandingCustomers and brands (including customer-based brand equity)Brand positioningBuilding brand equityBuilding brands through marketing programsBuilding brands through integrated marketing communicationsBrand equity measurement and managementMeasuring brand performanceDesigning and implementing brand strategiesBranding architecture, branding new products and brand extensionsManaging brands over time