Sustainable Brand management

Description

This course deals with brands, why they are important, what they represent to consumers and what should be done by firms to manage them properly. Students will learn about how we build a brand. They will discoverthe brand equity concept which can provide marketers valuable perspective to interpret the potential effects of various strategies for their brands. The course stresses the importance of the role of the brand in sustainable marketing strategies. It will also tackle the impact of digitalization on the sustainable brand strategy.