Brand Management C

This course is delivered by focusing on a number of issues such as: • the concept of brand management including themes such as brand assets (awareness and association), brand concept measurement and brand strategies and brand equity; • conceptualisation and operationalisation of customer-based brand equity (CBBE) model as having a general applicability, and to show that its relevance is not restricted only to traditional consumer markets, but may prove equally important in services and industrial markets as well; • answering questions pertaining to many of the main issues facing brand builders and managers, such as: should brand determine business strategy, or vice versa? What impact do new technologies have on brand management and consumer relationships? How is brand management different in the physical and virtual worlds? • Also to be illuminated in this course is recognition of the fact that brand management aims to provide value to both consumers and firms. For more information please visit www.hig.se