This course has ended
A brand is a complex symbol. It is the intangible sum of brand attributes, name, packaging, price, history, reputation, and advertising methods. A brand also reflects how much users are willing to pay for it. In an era of increasingly fierce competition, possessing a strong brand is indeed an invaluable asset. This course provides knowledge and understanding of formulating and implementing brand management at the executive level, establishing a solid foundation for you to shape effective brand communication for your enterprise, aiming to establish appropriate brand positioning and achieve successful brand extensions.
Dr. Liu Shaoqiang is currently the Chief Consultant at a management consultancy firm. He has previously held positions at universities and higher education institutions in Hong Kong and overseas, working in property management and investment banking.
Macau Institute of Management
View Provider