Global Brand Management

2023/2024

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

School of Innovation and Entrepreneurship (Educational Departments)

Course type:

Elective course

When:

1 year, 3 module

Instructor

Шевченко Максим Егорович

Course Syllabus

Abstract

Prerequisites: International Marketing. Brands are at the core of the business success and financial power of the world’s most successful international companies. Strong global brands often become the most valuable asset of the company (e.g. Gillette, Coca-Cola, Apple, Pampers, McDonalds), and are now specifically valued, tracked and ranked globally as a stand-alone business asset (e.g. by Forbe’s World’s Most Valuable Brands listing). The critical importance of building and effectively managing strong global brands has never been as pressing as today, as the other sources of lasting competitive advantage in the market erode rapidly or collapse (incl. access to technological, manufacturing or financial resources). While almost any new product or technology can be replicated rapidly and cheaply by competition, a well-established brand and it’s relationships with the consumers cannot, which makes it a source of lasting and highly resilient competitive advantage for the long-term financial success of the business. Pre-requisites: World Economy, International Relations, Foundations of Managerial Economics, International Marketing