EMBA542- Brand Management

This course addresses strategic brand decisions faced by an organization and shows managers
how to build successful brands. It seeks to increase understanding of issues in planning and
evaluating brand strategies and provides a forum for participants to apply these strategies
through cases and exercises. Topics include overview of brand asset management, concept and
bases of brand equity, brand extension, brand image and brand personality, brand positioning and
repositioning, and measuring return on brand investment (ROBI).