Branding

Alternating course: not given 2025-2026, will be given 2026-2027.

Brands associated with products and services are one of the most valuable and coveted strategic assets for firms. Effective branding or brand-building efforts create strong brands that deliver on promises, foster relationships, and create value for consumers and other stakeholders. For firms, the value of having strong brands is not just manifested through achieving superior financial performance and marketplace dominance in terms of competition but also through occupying greater shares of consumers' minds. This means brand building requires consistent and well thought-out efforts and investment over time. However, in modern times, branding is more challenging than ever because of technological advancements, renewed interest in environment and sustainability, and advances in consumer activism. Thus, this course explores and applies branding issues and strategies to develop a strong brand in modern times.