| Description
| Brands are among the most valuable assets of a company. A strong brand can have a significant impact on consumer purchasing decision by communicating the value of and providing differentiation for products and services. Thus, effective brand management is critical to maintaining the profitability of products and services. This module aims to enhance students’ understanding of the importance of brand equity as well as how to build, measure, and manage brand equity, particularly in a global context. Topics include steps of establishing (global) brands, performance of brand equity, ways to leverage brand equity, and strategies in managing brand portfolios for the target market(s).
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