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.