本課程旨在有系統地探討品牌管理的內涵，除強調重要觀念的解析，
並以實例解釋實務的應用，藉以提升同學對品牌管理理論與實務的
認知。聚焦於打造「以顧客為本的品牌權益」，主要架構由四大部
分組成：建構品牌權益、設計與執行品牌行銷方案、進行品牌管理、
衡量與詮釋品牌績效。
《 課程簡介 -- English 》
The course aims to systematically explore the
connotation of brand management, in addition to
resolve important to emphasize ideas, and examples
to explain practical applications, in order to
enhance student awareness of brand management theory
and practice. Focus on creating ”customer－oriented brand equity”,
the main structure consists of four major components：
build brand equity, brand marketing program design and implementation,
brand management, performance measurement and interpretation of the brand.
|