Topics :
Brand equity provides value both to consumers and firms and understanding the sources and consequences of brand equity is essential for developing brand strategies. The course focuses on the components of brand equity, brand awareness and brand associations. Special focus is given to the consequences of these components of brand equity, but the course also addresses issues related to how to create brand equity. Central to the course is how to measure and use brand equity to differentiate firms offerings. The course also provides a special focus on leveraging the brand. Leveraging the brand is a possible option when a strong brand is developed.
Themes :
Brand Equity (Conceptualizations and measurement)
Brand Awareness
Brand Associations
Brand Personality and Brand - Person Relationships
Brand Identity, Brand positioning, and the BCM model
Brand Extensions and Brand Alliances
Luxury brands
Brand crisis