Introduction

Strategic Brand Management focuses on the principles and practices involved in creating, managing, and sustaining successful brands. This course guides learners through the key elements of brand identity, equity, and personality, examining how these aspects contribute to brand loyalty and market positioning. Students will learn to establish brand strategies aligned with corporate goals, exploring brand development, positioning, and the role of corporate social responsibility. By understanding the brand’s impact on customer perceptions, learners will be prepared to build and manage brands that resonate with target audiences and drive competitive advantage.

Learning Outcomes

• Understand the concept of brand and how branding relates to other areas of marketing, including sustainability and corporate communications.
• Understand branding models, brand equity, brand personality, corporate reputation, and corporate communication and their interrelations.
• Understand the process and factors related to developing and enhancing brand image over time.
• Understand the development of brand management strategies to meet marketing objectives.