Strategic Brand Management International Business Program Fall 2018 Semester CEA & UPF Hybrid - Barcelona

We live surrounded by brands. Our environment is dominated by visual stimuli in which brands play a role. Ever wondered how many brands are seen in one hour? In ten minutes? An estimate of about 5,000 brand impacts are received per day, and yet, of all the brands viewed, how many are remembered? And of these, which are preferred and why?

Quite often, regardless of its intrinsic value, the difference between a new offering success or failure comes down to its branding. Companies must build their brand up, even as competitors are doing everything they can to knock it down.

Strategic Brand Management will provide the students with a deep knowledge of the strategic role of branding, enabling them to master the key principles of building enduring brands in competitive markets and create market value. The course combines the key elements and latest research in brand management with real-world cases of brand successes, but also missteps. Topics covered include:
- Designing an effective Brand Strategy.
- Developing a strong brand value proposition that engages customers.
- Brand Architecture and Dynamics: Managing and sustaining brand portfolios over time, including brand repositioning, brand extensions and co-branding.
- Building Lifestyle and Premium brands: The role of brands as a means of self-expression.
- Brand ethics and social responsibility.

At the end of the course, students are expected to have developed a managerial perspective regarding Strategic Brand Management in a global framework.