Strategic Brand Management

Brands define and differentiate organisations, drive performance and even shape the marketplace. In this elective, students will be introduced to the fundamental concepts in brands and branding. They will find out how brand managers cultivate a brand position that resonates with consumers and sets them apart from competition, how brands can inform innovation and how design brings value to the process of branding. They will learn about the strategic and tactical decisions brand managers face in building and managing brands to maintain relevance and fuel growth.