美国加州大学洛杉矶分校 (UCLA) 海外访学

UCLA Business Marketing Media Program 2018 寒假

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The Power of Brand: Brand Management

Explore, learn, and understand the complexities in the development, sustainability, and leverage of a brand. In this session,participants learn how brand identity must be nurtured and managed to positively affect a company's performance and future, as well as understand the power and importance of a brand from its creation through execution. This session presents students with an overview of brand development; brand research; and brand management structures for sales,marketing, advertising, and promotional purposes. In addition, students explore how companies develop financial wealth by extending existing brands and controlling and/or influencing brand pricing and distribution.

 

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