Brand Management | e-MBA

For an organization, the value of its brands may be its most important assets. Therefore branding may be a significant part of an organization’s competitive strategy. According to Sir Michael Angus, the ex-chairman of Unilever, an understanding of brands and brand marketing is essential to an understanding of modern industrial society. Marketing starts with an understanding of consumer needs, which may be functional or psychological. More than products, brands can satisfy both of these needs as well as communicate them in the marketplace. The core objectives of this course are developing an understanding of basic marketing concepts as they apply in brand management and developing the ability to apply these concepts in developing competitive brand strategy