Brand management is undergoing a transformation. Today’s customers are surrounded by alternatives every step of the way. Relevant brands need to stand up, get the customer’s attention, and deliver the message their public wants to hear. The framework approaches branding from the perspective of the consumer; it is called customer-based brand equity. This course will explore the brand management strategies, paying particularly attention to Italian brands. The scope is to provide tactical guidelines about how to build, measure, and manage brand equity.
This course runs through SRISA's partners at ISI.