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Effective brand management is at the centre of understanding and satisfying customers’ needs and wants. In a world of increasingly globalised products and services, developing and maintaining strong brand identity and equity is arguably more important as a factor in organisations’ competitive advantage than ever before.
This unit explores the role of brand and product/service management in the context of planning and implementing marketing strategies and is intended to develop students’ critical appreciation of the inherent challenges contemporary firms encounter in creating and maintaining brand equity.