Brand Management
Persone
Docente titolare del corso
Descrizione
Brand marketing is of considerable interest to managers, consultants, and academics. Brands are also one of the most valuable assets that a company owns, as financial estimates of brand equity and the price paid for brands in M&As largely document.
The course is articulated around three main parts. First, brands are historically contextualized and defined within the contemporary brand economy.Second, brands are analyzed through a tripartite conceptual model, including: (1) the morphology of brands (brand codification), (2) the narratology of brands (brand storytelling), and (3) the axiology of brands (brand contract and brand ideology). Third, brands are presented in light of strategic decisions such as brand positioning, brand architecture, and brand extension.
Offerta formativa
- Master of Science in Communication and Economics in Corporate Communication, Corso a scelta, Customer Experience and Value, 2° anno
- Master of Science in Communication and Economics in Corporate Communication, Corso a scelta, Visual and Material Culture, 2° anno
- Master of Science in Communication and Economics in Corporate Communication, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso a scelta, Customer Experience and Value, 2° anno
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso a scelta, Visual and Material Culture, 2° anno
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno
- Master of Science in Communication in Media Management, Corso a scelta, Customer Experience and Value, 2° anno
- Master of Science in Communication in Media Management, Corso a scelta, Visual and Material Culture, 2° anno
- Master of Science in Communication in Media Management, Corso a scelta, Crossmedia, Transmedia and Multimodal Communication, 2° anno
- Master of Science in Digital Fashion Communication, Corso di base, Corsi obbligatori, 1° anno
- Master of Science in Economics and Communication in Financial Communication, Corso a scelta, Corso a scelta, 2° anno
