At the end of this course, the students; 1) explain the basic concepts of Brand Management. 2) learn and explain brand strategies. 3) make strategy analyzes for brands.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
-
COURSE DEFINITION
By drawing attention to the importance of the brand/branding in the changing competition and market environment, it deals with the phases and development areas of the brand management phenomenon in practice and in academia in parallel with contemporary marketing trends. Brand structuring and management, brand status, brand equity, brand identity and image, brand positioning relationship and strategic brand management are among the main topics covered.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Purpose and introduction of the course, brand and brand management
2nd Week
Basic concepts of brand management
3rd Week
Brand Strategies
4th Week
Strategies for building and maintaining a brand
5th Week
Developing a brand value measurement and management system
6th Week
Brand management for international markets
7th Week
Key features of strong global brands
8th Week
Strategy analysis for brands
9th Week
Midterm
10th Week
Digital applications in brand management
11th Week
Measuring the Source and Output of Brand Value
12th Week
Introducing New Products, Naming and Brand Expansion
13th Week
Design and Implementation of Branding Strategies
14th Week
General evaluation
RECOMENDED OR REQUIRED READING
Mark Tungate, Being a Brand in Fashion, 2006 Uğur Batı, Stratejik Marka Yönetimi, 2013 Mehmet Akif Çakırer, Marka Yönetimi ve Marka Stratejileri, 2013 Paul Temporal, Advanced Brand Management,, 2011 Harriet Posner, Marketing Fashion,2011 Naomi Klein, No Logo, 2002
