Brand Management Key Learning Objectives
Take Students Beyond the Basics of Branding
Brand Management Roles
Students will gain an understanding of the roles, responsibilities, and skills in brand management.
Students will investigate how brands foster value creation through strategy, identity, relevance, and other important concepts.
Students will learn the strategies and importance behind brand positioning.
Brand Extension Types
Students will explain why brands use extensions and differentiate between extension types.
Students will have opportunities to identify how brand identity supports the overall brand and business.
Internal Branding and External Branding
Students will understand the differences between internal and external branding.
Customer Engagement and Satisfaction
Students will recognize the importance of customer engagement and satisfaction behind a brand.
Measuring Brand Performance
Students will examine how brand performance is measured and apply a brand performance framework to existing business scenarios.
The Role of Communication
Students will examine the critical role that communication plays in brand management and brand positioning.
Foreign Market Entry
Students will apply brand management knowledge to foreign market entry.
Digital and General Brand Management
Students will understand the differences in brand management in a digital environment and general brand management.
Small Business Branding
and Big Company Branding
Students will recognize the differences between small business branding and big company branding and the unique challenges that come with each.
Courseware Table of Contents
Chapter 1: Introduction
Chapter 2: Purpose
Chapter 3: Strategy
Chapter 4: Directing the Brand
Chapter 5:Receiving the Brand
Chapter 6: Identity and Elements
Chapter 7: Experience
Chapter 8: Communications
Chapter 9: Digital
Chapter 10: Value
Chapter 11: Innovation
Chapter 12: Brand Types
Chapter 13: Architecture
Chapter 14: Internal Brand
Chapter 15: Measurement and Performance
Chapter 16: Global
Chapter 17: Small Business vs. Big Company
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