The current course “Branding” introduces the concepts of brands and brand management and explains why they are so important, especially when it comes business. On top of the concepts, this course explains the psychological and social aspects of consumer brands, exploring their symbolic nature, and investigating the importance of values, their expression through brand personality and enactment through relationships.
This course illustrates brand management; introduces the methods of communication between business and customers; and shows the opportunities and impacts of internet on branding. The course explains in depth how the brand DNA, the essence of a brand, is created and refined. Moreover, this course helps its leaners gain a full definition of the cognitive or rational dimensions of a brand proposition and emphasizes their use in communication. This course also contains a basic explanation on the critical role of added values and explores the concept of brand equity and its dimensions, looks at ways of valuing brands. This course describes in details how the pleasure principle can be used to define and measure deep customer satisfaction. The teaching team of this course also offers clarification on the legal definitions that a brand mark and intellectual property can use for protection, introduces the research processes needed for under- standing and categorizing consumer needs.
