Building Great Brands

(3 Credit Hours) · Undergraduate

The course aims to study in depth acquired concepts from Marketing I related to product policy and brand strategy. The process of how to develop new products will be analyzed, from opportunity identification to communication strategy. As well, the fundamental aspects of brand strategy will be analyzed, from how to raise brand value to the financial valuation of a brand. IC - Co. Galway, Ireland Description: This course explores the concept of branding through a critical examination of the techniques used to build and maintain strong brands. The topic addresses the routes available for brand development, and the strategic options for brand building, from the perspective of the marketing manager. It also examines the role of brand name, design, and media in brand building, and examines how brands are managed over time.