This course aims to develop students' understanding of the importance of the brand as a value as well as the tools of building, measuring, and managing brand value. Topics to be covered will include brand services, brand building, brand assessment, ways to use brand value, strategies of brand portfolios management and brand management over time, brand positioning, brand loyalty, strategies, and planning as well as integrated Marketing communications. Due to the importance of digital marketing and social media management in the brand, concepts and practices in these areas are discussed in all modules to address the important changes in brand management in the digital age. This course is suitable for both auditorium and online learning. Its content includes a combination of presentations, lectures, forum discussions, individual and group assignments, case studies, and term projects. Current updated materials are included in the recommended readings to supplement the recorded lectures.

The objectives of this course aim: 1. To acquaint students with the main contemporary concepts in brand recognition, analysis, and treatment. 2. To enable students to critically analyze and solve problems related to brand strategies. 3. To expand the analytical skills of the students in the formulation and implementation of strategies and plans for the creation, care, expansion of brands. 4. To enable the development of practice for decision-making strategies in business.