24752 Brand Management6cp
Requisite(s): (24734c Marketing Management OR 24834c Marketing Decision Making) AND 24710c Buyer Behaviour AND (18 credit points of completed study in 18Credit Points spk(s): STM91699 c 24cp Core Subjects (MMarketing) OR 18 credit points of completed study in 18Credit Points spk(s): STM91700 c 18cp Core Subjects (GDMarketing))
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
This subject focuses on the important role brands play in the marketing process. Branding not only involves the brand name, but also the brand identity, image, equity, reputation, and strategy. Topics include branding and brand management, trademarks, brand positioning, building brand equity, designing brand strategies, naming new products and brand extensions, and international branding. This is a practical subject, which analyses theory with current industry practice.
Detailed subject description.