Organisations worldwide increasingly recognise brands as one of their most critical strategic assets, central to value creation, competitive advantage, and long-term organisational success. In an era of globalisation, digital connectivity, and intensified competition, effective brand management requires a sophisticated understanding of how brands are built, managed, and sustained across diverse international markets and cultural contexts.

In this context, the course International Brand Management addresses the need for advanced understanding and critical analysis of the issues, concepts, and approaches involved in developing, managing, and sustaining brands and brand equity in global and international market environments. Drawing on cutting-edge academic research, case studies, and real-world managerial examples and practical exercises, the course develops students' analytical and practical skills for careers in international marketing and for the effective management of brands operating within a dynamic global business environment as intangible assets.

7 x 2 hour lectures

1 x 2 hour small group workshop for knowledge application

None

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1. Report; Individual; 1700 words; 100%; ILOs 1-3.

The course aims to:

■ Equip students with advanced knowledge and critical analytical skills to strategically build, manage, and sustain brands and brand equity in complex, dynamic, and competitive international market environments.

On completion of the course, students will be able to: 

1. Critically evaluate theories, frameworks, and empirical research related to brand management and brand equity, and assess their relevance in complex international market contexts.

2. Analyse strategic brand management decisions by integrating theory, data, and market insights in dynamic and competitive environments.

3. Apply analytical and critical skills to diagnose branding challenges, develop coherent brand strategies, and evaluate their potential impact on organisational performance, brand equity and consumer-brand relationships.