"I'd rather own a brand than a factory". With this statement more than 20 years ago, the late Peter Drucker anticipated the challenges and opportunities for brand management in our times.
In a global competitive environment, where social media now reign, where speed has replaced stability and the economic base has shifted from the sphere of rationality to the realm of desire, professional brand stewardship can make the difference between success and failure.
The module deals with how to develop brands that are based on introducing features that the consumer can appreciate and would want – so that a higher price can be enjoyed, and also higher sales volume – the consumer is typically willing to pay for relevant-to-him / her. The contrasting view of classical marketing, with the classical brand manager’s role, with discounting, and ultimately lower margin, is also discussed.