ABOUT THE COURSE
Brand Strategy aims at initiating students to the universe of brands and the basic notions of brand management. The course explores the multiple facets of branding and explains why brands are so important in today’s globalised and hyper-connected world. It looks at brand equity from a traditional customer viewpoint but also updates this model by taking into account all stakeholders. The course explains the tools that marketing and advertising professionals use to position brands and differentiate them effectively from the competition in order to make them profitable entities.
At the end of this course, you will be able to :
1. Understand and identify the role of the brand in marketing strategies
2. Understand the notion of brand equity and to identify the different components and their respective roles
3. Understand and identify through case studies the different levels of brand awareness
4. Understand and identify through case studies, brand image, reputation and differentiation