This course builds on content learnt in principles of marketing and will serve to develop students’ understanding of the importance of brand equity. Students will also learn the theories and models of branding; how to exploit the many opportunities open to marketers to leverage brand equity; how to measure and manage brand equity.

At the end of this course students should be able to:

• Define the main concepts and explain the purpose of branding.
• Appreciate the application of principles in brand management for influencing consumer buying behaviour.
• Understand and describe the strategies in building and managing brand portfolios.
• Apply market intelligence and data analytics as critical tools of brand success.
• Practically develop a brand, including positioning and communication.
• Prepare a logical group report in the form of a brand audit.