Objectives:
To equip students with essential knowledge and skills to understand, build, and manage brands as strategic assets in diverse organizational contexts, including consumer goods brands, institutional brands, nation brands, regional brands, public administration brands, and social sector brands, among others.

Knowledge, Skills, and Competencies:

• Understand the evolution of brands, from their origins to the present day;
• Manage brands as strategic assets and value-creation instruments;
• Analyze the perception management process: brand identity versus brand image;
• Master the processes of Segmentation, Differentiation, and Positioning in brand management;
• Distinguish Branding variables from Marketing variables, understanding the strategic and operational roles of each;
• Apply brand management principles to digital marketing strategies;