Introduction to Brand Management

Course Overview: This course provides a comprehensive introduction to brand management. It covers the fundamental concepts of branding, the strategic processes involved, and the guidelines for effective brand management.

Key Topics:

1. Understanding Brands:
   • Definition and importance of a brand
   • Attributes of successful brands
2. Brand Management:
   • Strategic processes in brand management
   • Guidelines for maintaining and enhancing brand reputation
3. Brand Promises:
   • The role of brand promises in building trust and loyalty
   • Examples from well-known brands like Coca-Cola, Nike, and Apple
4. Brand Equity:
   • Understanding brand equity and its impact on consumer behavior
   • Strategies for increasing brand equity