Global Brand Management

- History of brand management. - Selection of brand strategy, including: analysis, creation of meaning, positioning, image, values, relationships. - Different approaches to brand management. - Different tools: name, design, protection (trademark law). - Management of brands. - Brand extensions. - Management of brands over time. - Valuation of brands. - Reputation management.

KNOWLEDGE: - Able to explain the reason for and importance of global branding for companies. - Describe central concepts within the field. - Account for brand management models and brand elements (name, logo, etc.). - Describe brand management over time. - Relate Brand Management to Reputation Management. SKILLS: - Explain how brand equity can be measured. - Be able to describe relevant examples of building management. - Describe problem areas related to branding. - Actively participate in discussions and decisions concerning branding in a given organization. GENERAL COMPETENCE: - Link the subject to other fields in the study. - Use insight from the course to develop and brand management strategy.

Lectures, videos, cases and exercises

One mandatory assignment to be specified at the start of the course.