Strategic brand management involves the development and implementation of marketing programmes and activities in order to build up, measure and manage brand equity. The theoretical foundation of this module is the CBBE model, or Customer Based Brand Equity model developed by Keller (2010).

Sfeer Rengerslaan

Factsheet

  • Semester: fall
  • Level: Second Year module of the MEM major programme
  • Amount of ECTS: 9