This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
In an increasingly global business environment, many successful companies recognise that their brand is one of the most valuable and crucial assets for their future progression.
However, the considerable costs and multifaceted skillsets required to adeptly create, build and nurture a brand can pose considerable challenges for the business executive.
The aim of this subject is to introduce key concepts, strategies and actions needed to build and sustain a brand within the complex structure of the fashion industry. In particular, students will learn about:
The subject will combine theoretical foundations with practical real-world applications through case studies, simulation work and an excursion.
|Appraise key brand management concepts and their role in the fashion industry.
|Analyse brand management strategies and their application by fashion brands.
|Examine brand building marketing programs and their relation to successful fashion brands.
|Outline the process of product innovation currently used by the fashion industry.