This course aims to enable students to ensure brand recognition and awareness in line with business objectives and strategies, to align brand positioning with sales strategies and practices, and to follow and act in accordance with brand strategies. The course also aims to develop students' ability to restructure a brand by monitoring competitors' brand strategies.

The course covers ensuring brand recognition and awareness, as well as aligning brand positioning with sales strategies and practices. Topics include types of brands, brand management, brand positioning strategies, brand identity and its elements, and the branding process. The course addresses symbolic and functional branding, brand equity, brand associations, brand loyalty, and the relationship between brands and consumer behaviour. The course also covers brand restructuring by monitoring competitors' brand strategies.