Brand Management

The purpose of this course is to provide an in-depth understanding of the subjects of brands, brand equity and brand management. We highlight the specific characteristics of diverse brands such as retailer brands, country brands, luxury brands. The central theoretical model of the course is the customer-based brand equity model, both its sources and outcomes will be covered. We also focus on brand growth options and discuss the opportunities of brand architecture, brand extensions, brand revitalization and global branding. The course is designed for business students and requires basic marketing knowledge.

Corvinus University of Budapest awards credits based on the ECTS system (2 ECTS credits equals 1 U.S. credit therefore, 6 ECTS credits is equivalent to 3 U.S. credits). At Corvinus University of Budapest, all classes meet for a minimum of 180 minutes per week. Contact hours are calculated through a combination of lecture hours and outside activities which can include (workshops, seminars, fieldwork activities, guest lectures, and independent work) therefore, contact hours may vary on syllabi.