Graduate School of Management

In marketing, brand management is the analysis and planning on how a brand is perceived in the market. Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the consumers share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.

Brand Management is the process of creating, developing, and supervising the progress of a brand. This course introduces you to various categories of brands, their architectures, extensions, and promotions. It also introduces brand equity, co-branding, brand performance, and valuation. This course will teach you the basic terms in branding and provide ideas on how to manage a brand right from creation to its valuation.