Brand Management

The discipline of brand management was started as an applicable practice at Procter & Gamble in 1931, and it entered about twenty years later into the academic field of marketing management. Today, brand management has been regarded one of the most essential elements in the business model of a successful enterprise. Global brands including Procter & Gamble, Apple, Ikea, Toyota, and Louis Vuitton have established departments specializing in brand management, and these departments usually play a crucial role in their brand’s competitiveness. Moreover, marketing communication consultancies as Ogilvy & Mather Group, Grey International provide brand management service to enhance the effectiveness of brand marketing and communication, and such service generates considerable profit. Due to the fact that brand management consists of management and communication functions, this course integrates and applies relevant theories of marketing management and media communication to analyzing the following themes: 1. Strategic model of building brand power; 2. Brand vision and brand positioning; 3. Brand equity management; 4. Aligning brand identity with brand image; 5. Vertical and lateral brand extension; 6. Creation of holistic brand value.