040253 FK Strategic Branding (MA) (2016W)

Increasingly firms of all types have come to the realisation that one of the most valuable assets they can strategically utilise is the brand name reputation associated with their products or services. Although manufacturing processes can often be duplicated, strongly held beliefs and attitudes established in consumers' minds cannot. This course provides students with insights into how profitable brand strategies can be created. It addresses three important questions:
(1) How do you build brand equity?
(2) How can brand equity be measured?
(3) How do you capitalize on brand equity to expand your business?
Its basic objectives are to provide an understanding of:
(1) Important issues in planning and evaluating brand strategies and
(2) Appropriate concepts and techniques to improve the long-term profitability of brand strategies.
The course content has relevance to students pursuing a variety of different career goals (marketing, consulting, entrepreneurship, etc.) in virtually any type of organization (public or private, large or small, etc.).
After successfully completing this course you should be able to:
(1) understand strategic brand marketing concepts, principles, and methods,
(2) have enhanced analytical thinking skills in a strategic brand marketing context,
(3) apply course content to real world business contexts (in part through a major project that applies course content to a real world brand), and
(4) enhanced communication skills (via class discussion and a project presentation).