Building and Managing Brands

The University of Auckland Business School
Auckland, New Zealand

Course Format: Classroom | E-learning | Virtual Class | Online/Live | On-site/In-house | Blended | Self-paced

Course Description:

'' The most important assets of any business are intangible; its company name, brands, symbols and slogans, and their underlying associations, perceived quality, name awareness, customer base and proprietary resources such as patents, trademarks and channel relationships. These assets, which comprise brand equity, are increasingly becoming a major source of competitive advantage and future earnings.

However, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness or degree of customer loyalty. In the last decade there has been increasing pressure for managers to focus on short-term financial results with price promotions and unwise brand extensions. These actions may lead to the irreversible deterioration of the value of the brand name.

Topics Covered
Provide an understanding about the nature of brand value (equity).
Develop guidelines about how to build brand value:
How to create brand value
How to measure brand value
Adding value to brands
Develop guidelines about how to manage brands
Understanding the nature of brands to allow better management
Knowing when it is appropriate to build a specifically New Zealand brand image
Leveraging brands through brand extensions and line extensions
Stretching the brand to meet new markets
...''

Elements of this syllabus are subject to change.

Phone:0800 800 875

School Address/Venue(s):

The University of Auckland - Business School,
Graduate School of Enterprise.
Private Bag 92019, Auckland
New Zealand

Jobs & Resumes: Auckland
Houses & Roommates: Auckland
Travel Agencies: Auckland

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