Brand Management

Course NameBrand Management
Course CodeMKT320
DescriptionThe aim of the course is to equip students with theoretical and practical knowledge
necessary for a successful and efficient management of brands. It provides the
framework for the analysis of the main factors determining success of a brand in the
market and introduces techniques and tools necessary for management of brands, such as: development of vision for the brand, identify the correct market niche, design a communication and marketing strategy and implement it. The class will cover also the following topics: brand building, evaluation of brand definition, brand positioning,
strength and profitability; evaluate brand’s maturity and repositioning of mature brands, rebranding topics, the link between brand and image of the corporation, corporate

This advanced course provides a comprehensive examination of the skills of brand management. Course members will learn how to identify and establish brand positioning and values, plan and implement brand marketing programs, measure and interpret brand performance, and grow and sustain brand equity. It centres on developing a successful brand strategy, (which requires that marketers identify the most appropriate target market for their product and fully understand its needs and wants and behavioural tendencies – covered in MKT329 Buyer Behaviour).

It emphasizes that brand names, and their brand equity, are some of the most valuable assets any firm has. It describes how, as products, pricing and distribution increasingly become commodities, the new competitive arena is brand value derived from creating long-term profitable brand relationships. As a strong brand is one of the most effective tools to hedge against market risk and distance a product or service from its competitors, students will learn how to manage brands within the context of other brands, as well as over multiple categories, over time, and across multiple market segments.

It focuses on the theories, models and tools for planning, implementing and evaluating effective strategies for building and managing brands. It aims to make these concepts relevant for any type of organization (public or private, large or small, etc.).

It covers, first, the factors that most often determine the overall success of particular
brands in competitive markets. Second, practical tools to develop and implement winning brands, including how to develop a clear market vision, implement a successful marketing strategy, identify and communicate with a specific target audience and position a product for optimal success. Other topics include: measuring and managing brand equity to successfully develop, manage and promote an organization’s brand internally and in competitive markets; customer focus, brand positioning, building and identity; creating points of difference and competitive advantages, and brand communications including the Internet and building customer loyalty. Building brand portfolios, sub-brands, line extensions, and distribution strategies will also be covered.