Brands that have endured over time have done so for one key reason; they represent universally recognizable human values. These values are embedded in the ‘core promise’ delivered through products, services experiences and ideas. Enduring brands last because they adapt to the cultural context, innovating and integrating while staying true to the core promise. They are consistent in their delivery of that promise and value add for customers by delivering a personal experience as part of the exchange. Students will explore contemporary branding theories, evaluating and synthesizing the history and practices of selected enduring brands that have become iconic in contemporary society. Further, students will develop a proficiency in the use of information and technology to evaluate and measure the performance of global brands.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
Not currently offered
On successful completion of this course, students will be able to:
The content in this course includes the following
|Contact Hours||Not currently offered|
|Timetable||2018 Course Timetables for GMBA6016|