Per­spect­ives in Stra­tegic Brand Man­age­ment

Course content

This course confronts students with and prepares them for a complex branding reality in which the concept of “brand” can have many meanings. Brands are valuable resources in a competitive environment, be it for for-profit or not-for-profit organizations, for people, communities and places. As the brand concept becomes used more widely, ways of managing brands become more complex and meanings more diverse.

In this course, students will be confronted with the most renowned theoretical branding perspectives and will learn how brands ought to be managed depending on the branding perspective they adopt.

The theoretical discussion will be complemented with input from brand academics and practitioners as well as with hands-on applications of different branding perspectives to actual branding cases.

The course will prepare students who want to work with brands in different contexts in their future career. It provides the basis for development of knowledge and understanding of how brands are created and maintained in relation to multiple stakeholders in dynamic environments and prepares the student for a challenging career in branding.