Strategic Brand Management

About

The objective of this course is to guide you into the world of branding by introducing you the basic branding concepts and models, by illustrating these with real world examples, and by encouraging you to think further and reflect about brands and all the brand-related issues. We aim to create awareness about the value inherent to a brand, and how this value can be transformed into economic success. This includes the creation, growth, maintenance, protection, extension and exploitation of brands as well as brand portfolios.

Course leader

Csilla Horváth is an assistant professor of marketing at the Nijmegen School of Management at the Radboud University. She studied Mathematical Economics at the CORVINUS University, Budapest and holds a PhD from the University of Groningen. Her research in

Target group

BA and MA students, recent graduates

Course aim

• Hold an in-depth knowledge about the core branding concepts and models and their relationships
• Be able to apply these in real-life in a reflective way
• Be able to assess the brand equity of a brand

Fee info