Strategic Brand Management

This elective module explores the role of Strategic Brand Management. The module is about learning how to

manage brands strategically. It builds on the marketing concepts and techniques introduced in the core

module to develop an in-depth understanding of strategic brand management. Brands are the most valuable

assets of firms. Brands embody the firm’s strategy and drive its execution. They represent what a firm stands

for and what it does. This module highlights the strategic implications of branding for firms and delivers a

comprehensive set of strategic tools for effective brand management. As such, this module is intended not

only for students interested in branding and marketing, but also for those interested in consulting,

entrepreneurship, and general management. The module presents the types of decisions involved in

managing brands and addresses contemporary challenges and opportunities.