Global Brand Management

2023/2024

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Школа инноватики и предпринимательства (Учебные подразделения)

Статус:

Курс по выбору

Когда читается:

1-й курс, 3 модуль

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