本課程以英語授課。國企系大三7選5必修。

In this course, students will learn the role of branding strategy in marketing. A brand is not simply serving as a name for recognition, but can be utilize as an effective tool to derive values for firms and consumers. The course aims to provide students with insights into how different branding strategies can be executed to attain desirable strategic outcomes. Topic will cover brands and brand management, customer-based brand equity and brand positioning, brand resonance and the brand value chain, choosing elements to build brand equity, designing marketing programs to build brand equity, integrating marketing communications to build brand equity, branding in the digital era, developing a brand equity measurement and management system, measuring sources of brand equity: capturing customer mind-set, measuring outcomes of brand equity: capturing market performance, designing and implementing brand architecture strategies, introducing and naming new products and brand extensions, managing brands over time, and managing brands over geographical boundaries and market segments.

1. Introduce the key issues in building, measuring, and managing brands and brand equity, 2. Understand the important role of brand equity for developing competitive advantages by blending with marketing mix strategies. 3. Learn the process of measuring brand strength and brand equity. 4. Conduct group project relating to brand development, brand positioning, strategic brand management, branding strategies with marketing communication to achieve brand management goals.

1. Final Exam 35% 2. Mid-Term Test 25% 3. Class Participation 10% 4. Group Project 30%

Keller, Kevin and Swaminathan, Vanitha (2020), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity,” 5th edition, Pearson (華泰書局代理)

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