2026fall_Brand Management_Department of Business and Management 4 C
Course Period：Now ~ Any Time
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Course Intro
Course Plan
教學目標：The course develops students’ ability to build, evaluate, and sustain brand equity; craft brand positioning and strategy; evaluate brand-growth and communication options; manage brand portfolios and extensions; measure brand performance; and integrate inclusive, innovative, ethical, and sustainable considerations into brand decisions.
Textbooks
Keller, Kevin and Swaminathan, Vanitha (2020), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” 5th edition, Pearson.
Teacher / 阮何日卡
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