Business Administration, Strategic Brand Management

The need and importance of strategic brand management and brand extension for company competition, are today discussed in terms of forces in the surrounding environment, as well as technology development and the aspect of sustainability. To adapt and renew to an organization and its brand doesn't need to be a result and reaction to factors in the environment, it can also be a reaction of a company's proactive action. The course purpose is to problematize the way to work with marketing communication, how to build and create a brand strategy, as well as to lead and work with brand extension in companies from different theoretical perspectives and therefore contribute to an understanding of this areas in practice