1.拓展學生對品牌事業認知視野的廣度與深度， 以及其最新發展趨勢
2.認識”品牌資產（Brand Equity) " 之基本概念與理論，以及品牌管理主要的專家觀點
3.聚焦於Interbrand 百大成功品牌的營運模式，從奢侈名牌（LV, Hermes, Chanel, etc )到消費性商品（Starbucks)等， 認識其核心優勢、競爭環境與市場生態。
《 課程簡介 -- English 》
1.Expand students’ understanding of the breadth and depth of the branding industry, including its latest development trends.
2.Introduce the fundamental concepts and theories of “Brand Equity” as well as the key perspectives of leading experts in brand management.
3.Examine the operational models of Interbrand’s top 100 successful brands, covering a range of segments from luxury brands (e.g., LV, Hermes, Chanel) to consumer goods (e.g., Starbucks), with a focus on understanding their core strengths, competitive environments, and market ecosystems.
|