This course provides students with a comprehensive understanding of the principles, strategies, and frameworks essential for building and managing strong brands in today’s competitive marketplace. It emphasizes the strategic role of brand equity, guiding students on how to build, measure, leverage and manage that equity regionally and globally. The course explores advanced branding strategies that help organizations differentiate themselves, foster customer loyalty, and drive long-term business success. 

Topical coverage includes customer-based brand equity and brand positioning, brand identity, designing effective marketing programs and brand elements to build brand equity, leveraging digital branding strategies; utilizing secondary brand associations; measuring and analyzing brand performance; structuring brand architecture; managing brand extensions and co-branding opportunities; managing brand crises and reputation management; and ethical and sustainable brand management.

Prerequisite: MKT201 Introduction to Marketing