Strategic Brand Management

AY2019/2020 Semester 1

The brands that a firm has invested in and developed over time are typically its most valuable assets. Product designs and manufacturing processes may be easily copied, but a strong brand is something that cannot be easily reproduced. In recent years, many firms are realizing the importance of branding and are putting more resources in this area. People who have a good knowledge of brand management are in constant demand. In view of this trend, the purpose of this course is to equip students with the knowledge in the latest branding theories and techniques. The course will cover the broad theories on branding and also the more specific do?s and don?ts in the implementation. Significant amount of time will also be spent discussing actual branding success and failure stories to allow students better relate the theories to brands they are familiar with. Upon completion of the course, students will hopefully have a better idea of how to build and manage brands over time.