To create an understanding of the processes underpin the effective management of the image and reputation of brands as perceived by all ‘stakeholders’, both internal and external.
At the end of the course, participants are expected to understand the basic concepts relating to international brands and analyse and arrive at marketing decisions within the context of the brand’s meaning.
The course will primarily use Journal Articles. A good book that can be helpful is:
Keller K. & Swaminathan, V., 2020, Building, Measuring and Managing Brand Equity, 5th Global Edition, Pearson.