To introduce students to the basic concepts of brand and brand structuring models. To develop knowledge to develop brand-oriented communication strategy for branding. To examine the possibilities of brand positioning strategy in an integrated framework, in terms of application forms, advertising and public relations.

Brand Concept, Importance of Brand in the World and Turkey Brand History Brand Functions, Brand Type in marketing Meaning, Basic Elements of Brand: Brand Equity, Brand Identity, Brand Image, Brand Loyalty, Key Brand Strategy: Brand Use Decisions, Brand Support Decision Brand Name Decision, Strategies Used in Brand Naming, Brand Management Process: Brand Creation and Protection, Visual and Verbal Components of Branding: Emblem, Logo, Colors, Motto, Review of Global and Local Brands, Brand Positioning and Repositioning, Brand Protection through Legal Ways: Unregistered Trademark Use, Trademark Use