Courses @ UNIRAZAK

This course explores how a favorable brand as well as memorable brand experiences can influence a firm’s ability to withstand competitive pressures and thrive in dynamic market conditions, exposes to divergent perspectives of brand management from the consumer perspective to highlight the importance of customer perceptions in bringing brands to life as well as the role of brand knowledge in building brand equity; acquaints with cutting-edge frameworks, concepts and tools that have been adopted across industries and around the globe to build lucrative brand franchises.

• Prepare a consumer-centric approach to building, measuring and evaluating strategies that build brand equity for new and existing brands.
• Identify divergent issues related to planning and implementing brand strategies for a diverse group of marketing offerings (e.g., products, services, industrial goods, non-profits, etc.).
• Adhere branding principles and marketing communication concepts and frameworks to achieve brand management goals and improve marketing performance.