PRA3073

Course Descriptions

This course aims to orient advertising students to the significance of brand personality within the advertising environment. The course uses cases to expose students to the challenges commonly faced by brand managers. Students will study existing brands, historically and creatively. After understanding some basics of brand history, students will be asked to examine the role of brands in consumer loyalty, corporate expansion and new markets. Topics include assessing brand meaning, brand positioning, evaluating profitability, assessing brand strength, evaluating brand extensions and building brands through non-traditional media.

Prerequisite

PRA2013 Principles of Advertising

Workload

Workload not available

Modules

Modules not available