Brands are one of the most valuable assets that an organization has. Drawing on the Melbourne Faculty’s latest research and unique approach to marketing, Students will learn to build, grow and revitalize brands with the goal of improving an organisation’s competitive advantage. Topics include: building brands; launching brands; differentiating brands; positioning brands; leveraging brand equity through brand extensions, including extending brands into new markets; brand portfolio management, including right-sizing the portfolio; and measuring brand equity. -- Course Website
Prerequisites: None