Introduction to Strategic Brand Management

Course Description

Branding or brand is regarded as essential not only for businesses but also for customers or consumers. From the perspective of consumers, brands become significant for a variety of reasons; let us examine some of them. A customer’s perception of a brand’s commitment to quality will reduce the time required to make a purchase decision. A company’s brand will serve as a benchmark for quality and customer expectation, a point of differentiation from competitors, and a source of steady profits.

For marketers who are actively formulating strategies for a specific brand, brand equity is a useful indicator for understanding past and future actions. If current customers have developed a favorable opinion of the brand, it is clear that previous investments have paid off. The present also informs how marketers should plan for the future in order to achieve desired results. However, it is undeniable that brand knowledge is a crucial element in establishing brand equity.

Brand strength is the result of customer-based brand equity, which is achieved when brand awareness and image are at a high level. However, how to create a powerful brand based on brand equity.