Brand Management

The objective of the course “Brand management” is to equip students with thorough theoretical knowledge and practical skills for successful and efficient brand management. The course is focused on the theories, models and tools for design, implementation and evaluation of brand strategies. It covers issues related to: developing a framework for analysis of the factors that determine market success of the brand; generating practical tools for building and managing successful brands; measuring and managing brand equity; creating and communicating competitive advantages; brand positioning; building brand portfolio, etc.

Upon satisfactory completion of this course, students will be able to demonstrate comprehension and application of the following skills: assess the role of the brand from the organisation and consumer perspective; describe the purpose and methods for efficient brand management, including how to build sustainable brand equity and brand identity; develop effective brand strategies and formulate marketing activities and budgets for implementation; conduct critical brand audit, including recommendations for changes and improvements in brand management.