Course Description
This course examines branding as a strategic organizational capability that shapes value creation, competitive advantage, and long-term stakeholder relationships. It explores how brands function as systems of meaning, trust, and differentiation across consumer markets, cultural industries, digital platforms, and innovation-driven ventures. The course integrates theories from marketing strategy, consumer psychology, cultural studies, and communication to analyze how brand identities are constructed, managed, and evolved over time.
Students investigate brand positioning, equity development, brand architecture, narrative coherence, and reputation management in dynamic technological and cultural environments. Particular attention is given to branding within creative industries and entrepreneurial contexts, where symbolic value, community engagement, and digital interaction play central roles. Through applied case analysis and strategic brand planning exercises, students develop the ability to design, implement, and evaluate brand strategies aligned with organizational objectives and market realities.
Learning Outcomes
Upon successful completion of the course, students will be able to:
Knowledge
- Demonstrate advanced understanding of brand strategy theory, brand equity models, and identity systems
- Explain the psychological, cultural, and economic functions of brands in contemporary markets
- Analyze how digital transformation reshapes brand–consumer relationships
Skills
- Conduct brand audits and competitive positioning analyses
- Develop coherent brand strategies, including identity, narrative, and communication frameworks
- Design brand architecture systems across products, services, and platforms
- Evaluate brand performance using qualitative and quantitative indicators
Competencies
- Integrate branding into organizational and innovation strategy
- Manage brand consistency while enabling adaptive evolution
- Align brand value creation with consumer experience and stakeholder trust
- Apply strategic thinking to long-term brand equity development
Key Topics Covered
- Brand identity, positioning, and differentiation
- Brand equity theory and measuSyrement
- Consumer perception and brand meaning
- Narrative branding and storytelling strategy
- Brand architecture and portfolio management
- Digital branding and community engagement
- Experience-based brand building
- Reputation management and crisis communication
- Brand innovation and rebranding strategies
- Metrics and analytics for brand performance