10.1.15.17 HB7504 Brand Management (3 ECTS Credits)

Objectives
The student will become familiar with the basic concepts of image and brand management and will understand the meaning of a brand on global markets in customer and also in b-to-b marketing. The student will have the skills to analyse, build, develop, sustain and to follow-up brands.

Content
Brand Management as Part of Company Strategic Management / What Makes a Brand Strong? / Brand Identity/ Brand Strategies / Measurement / Brand Equity / Brand Extension / Brand Building as a Process

Method
Lectures, assignment, examination

Prerequisites
HB6200 Developing and Managing Services

Semester
Term 3