Denmark, Aarhus

Brand Management

when 12 July 2016 - 22 July 2016
language English
duration 2 weeks
credits 5 ECTS
fee EUR 340

The aim of the course is to provide an overall understanding of brand management by covering branding issues in a broad spectrum of industries and geographies. Topics such as building, lunching, growing and sustaining a brand will be discussed. Moreover, advanced and special topics of brand management such as measuring brand performance and brand value will be covered. Throughout the course special attention will be given on how to integrate the brand into overall marketing and company activities. The overall objective of this course is to provide a comprehensive overview of the theoretical foundations and best managerial practices of strategic brand management.

The course covers the following areas:

What is the Brand & Strategic Brand Management Process
Consumer Psychology and Brands
Brand Positioning, Brand Identity & Relevance
Choosing Brand Elements (logos, names, slogans etc)
Brand Experience
Measuring and Interpreting Brand Performance
Designing and Implementing Brand Strategies
Growing the Brands
Introducing and Naming New Products
Sustaining a brand long term
Repositioning of Brands

Course leader

Ioannis Assiouras

Target group

Business Students

Course aim

Master's level

Fee info

EUR 340: Danish and EU/EØS (tomplads): 340 EUR
EUR 852: NON-EU-EØS students (free-mover): 852 EUR