Brand Management
本课程系统讲授品牌战略管理的理论与实践。课程内容涵盖：品牌资产的概念与测量（CBBE模型）、品牌定位与品牌个性、品牌命名与视觉识别设计、品牌传播与整合营销、品牌延伸与品牌组合战略、品牌危机管理、品牌更新与重新定位、以及品牌国际化战略。学生将分析苹果、耐克、可口可乐、星巴克等全球知名品牌的成功案例。
This course systematically teaches brand strategy management theory and practice. Topics include brand equity concepts and measurement (CBBE model), brand positioning and personality, brand naming and visual identity design, brand communication and integrated marketing, brand extension and portfolio strategy, brand crisis management, brand revitalization and repositioning, and global brand strategy. Students analyze successful global brands like Apple, Nike, Coca-Cola, and Starbucks.
学生分组为一个真实企业或新创品牌打造完整的品牌策划方案。方案包括：品牌审计（现有品牌资产诊断）、目标消费者画像、品牌核心价值与定位陈述、品牌个性与故事、品牌命名与VI视觉识别系统建议、品牌传播策略（广告、公关、社交媒体、口碑营销）、品牌延伸规划、以及品牌资产追踪方案。期末进行模拟品牌提案。
Student teams develop a complete brand strategy plan for a real business or startup brand. The plan includes brand audit (diagnosis of existing brand equity), target consumer persona, core brand values and positioning statement, brand personality and story, brand naming and VI visual identity recommendations, brand communication strategy (advertising, PR, social media, word-of-mouth), brand extension planning, and brand equity tracking. Teams present a mock brand proposal at the end.