The course is jointly organized with the Institut National de la Propriété Industrielle (INPI), Paris, France
Content and Structure
- Conceptual considerations
- Why does branding matter?
- The economic importance of brands
- Branding instruments
- The role of the trademark system in supporting the branding activities of firms
- Corporate branding and services branding
- Financial value of brands
- How do branding investments affect firms’ performance?
- How does branding promote innovation?
- Branding strategies and innovation strategies
- Branding management
- The public relations perspective on branding
- Nations branding