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This course is designed to give participants a good working knowledge of the many aspects of product and brand management across consumer and industrial markets. The separation of product from the brand, changes to trademark and brand registration laws and the focus on building and maintaining brand equity has created a need for marketers to understand the complex relationship between products and brands and to develop brand strategies. The material covered in the course includes the relationship between products and brands; the history of brands; product audits and brand architecture decisions; brand selection, registration, naming and design; legal requirements; brand performance measurement; creating, maintaining and measuring brand equity. Exclusion MARK5984