I want to give you my Brand Management lecture instructions here.

Business Administration and Economics Faculty

• Faculty of Economics and Administrative Science – http://www.ebs.aydin.edu.tr/index.iau?Page=FakulteGenelBilgiler&FK=7
• Business Management Department (in English) and Academic Staff – http://www.ebs.aydin.edu.tr/index.iau?Page=BolumGenelBilgiler&BK=39

Objective of the Course Unit

• This course deals with brands — why they are important, what they represent to consumers, and what firms should do to manage them properly. Although brands may represent invaluable intangible assets, creating and nurturing a strong brand poses considerable challenges. During this course following topics will be studies: Developing a Brand Strategy, Designing and Implementing Brand Marketing Programs, Growing and Sustaining Brand Equity, etc.

Course Objectives (Learning Outcomes) 

• Student, who passed the course satisfactorily will be able to:
• * Define “brand,” state how brand differs from a product, and explain what brand equity is.
• * Describe the main branding challenges and opportunities.
• * Identify the steps in the strategic brand management process.
• * Define customer-based brand equity.
• * Outline the sources and outcomes of customer based brand equity.
• * Identify the four components of brand positioning.
• * Describe the guidelines in developing a good brand positioning.
• * Identify the different types of brand elements and key tactics in choosing different brand elements.
• * Describe how marketers enhance product experience.
• * Describe some of the changes in the new media environment.
• * Outline the major marketing communication options.
• * Define the key components of brand architecture
• * Define the different types of brand extensions and main advantages and disadvantages of brand extensions.

Course Materials

• * Google account
• * Twitter account
• * Linkedin account
• * Instructor professional and entrepreneurial experience and knowledge base
• * Text book: “Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4^th edition”, by Kevin Lane Keller.