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Understanding the Fundamentals of Brand Management

Concept of Brand and Brand Equity

Brand Identity, Positioning, and Image

The Brand Value Chain

Global Branding vs

The Pros and Cons of Global Branding

The Pros and Cons of Local Branding

Balancing Global and Local Branding Strategies

International Brand Strategy Development

Brand Architecture and Portfolio

Brand Naming and Logo Design

Product and Pricing Strategy

Communication and Distribution Strategy

Managing and Protecting International Brand Equity

Monitoring Brand Performance and Equity

Managing Brand Crisis and Setbacks

Legal Aspects of International Branding

Quiz

This course explores the strategies and challenges of managing brands in the global marketplace. Students will learn how to adapt branding strategies to different cultural contexts, navigate international regulations, and leverage global trends to build strong and recognizable brands.

International Brand Management

Welcome to the course on International Brand Management! In this course, we will explore the fundamentals of brand management, with a focus on understanding the concept of brand and brand equity, brand identity, positioning, and image, as well as the brand value chain. We will also delve into the complexities of global branding versus local branding, and learn how to balance global and local branding strategies to maximize brand impact.

Globalization has transformed the way brands are managed and marketed, and in this course, we will examine the pros and cons of global branding and local branding, as well as the strategies for developing an international brand strategy. This includes understanding brand architecture and portfolio, brand naming and logo design, product and pricing strategy, and communication and distribution strategy. Additionally, we will explore the importance of managing and protecting international brand equity, including monitoring brand performance and equity, managing brand crisis and setbacks, and understanding the legal aspects of international branding. By the end of this course, you will have a comprehensive understanding of international brand management and be equipped with the skills to successfully manage and protect brands on a global scale.