Branding: A Practical View and Why it Matters

About

This course is part of the July Graduate Program of the International Summer University 2023 at WU (ISU WU).

Course leader

Professor Poh-Lin Yeoh

Target group

Graduate

Course aim

The basic philosophy for this course is to blend theory and practice of brand management. Branding is both an art and a science. Few branding situations have a definitive, unqualified “right” answer as to what is the best approach. However, when armed with relevant and comprehensive theories, appropriate frameworks and models and familiarity with past successful and unsuccessful branding strategies, managers can make better and more informed decisions that are more likely to yield successful implementation. Lessons from this class will help students to learn how to successfully promote the most important brand of all: themselves. Students will begin thinking of themselves as professionals and consider their personal brand as they pursue opportunities.