ISL 421 - Brand Management

This course is designed to provide helpful insights and experiences regarding the explanation, prediction, and management of a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity. One of the course’s important goals is to provide students with concepts and techniques to improve the long-term profitability of brand strategies. We will incorporate current thinking and developments on these topics from both academics and industry participants, and combine a comprehensive theoretical foundation with enough practical insights to assist managers in their day-to-day and long-term brand decisions.

This course includes examples of brand definition, brand selection, brand selection, brand image, brand personality, brand loyalty, brand awareness, brand value and measurement, brand strategy creation and application.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, ISBN-13: 978-0134892498, Authors: Kevin Lane Keller and Vanitha Swaminathan.

Brand Management: Co-creating Meaningful Brands, 3rd Edition, ISBN-13: 978-1529616972, Authors: Michael Beverland and Pinar Cankurtaran.

Brand Management: Principles and Applications for Effective Branding, 1st Edition, ISBN-13: 978-1398611580, Authors: Jaywant Singh and Paurav Shukla.

Brand Management Strategies: Luxury and Mass Markets, 1st Edition, ISBN-13: 978-1501318436, Author: William D'Arienzo.

Strategic Brand Management, 1st Edition, ISBN-13: 978-1936572298, Author: Alexander Chernev. 

The Handbook of Brand Management, 1st Edition, ISBN-13: 978-0201632798, Author: David Arnold.