The course examines brand management within the marketing function and its relations to product management. We examine product line management and competitive brand management. We then examine environmental threats to the brand, including the issues of private labels and media changes. Finally, we examine global branding and its organizational basis.
The course examines brand management within the marketing function and its relations to product management. We examine product line management and competitive brand management. We then examine environmental threats to the brand, including the issues of private labels and media changes. Finally, we examine global branding and its organizational basis.
