On Branding in Times of Crisis, Italy

Brands compete against others striving for survival in any given ecosystem. In order to survive and guarantee their best performance, brands need to have a well-established purpose. The brand's purpose goes beyond generating profits. Also, creating a great relationship with customers is no longer enough. The new consumer wants to live in a better world through the use of engaged brands. Thus, the creation and maintenance of a strong brand can simplify consumer decision-making in times of crisis. In this course, students will learn the role of brands, the concept of brand authenticity, and the advantages of creating long-lasting brands during difficult periods. Primary goals: 1. To be able to explore critical issues in planning and to be able to develop, implement, and evaluate brand strategies. 2. To describe and identify all the components of brand management and understand how they affect and improve marketing decision-making. 3. To understand how valuable brands are created, managed, and measured and develop brand positioning through authenticity.