a. Introduction to Course

Following are the main Objectives:

1-To increase understanding of the important issues in planning and evaluating product and brand strategies.

2-To provide and be able to work with the appropriate theories, models and other tools to ensure better branding decisions, and to make these concepts relevant for any type of organization.

3-To provide “real world” experience and understanding of product and branding strategies.

4-To understand product and branding concepts from the consumer’s point-of-view.

5- To explore contemporary issues in product and branding development and sustainability.

6-To provide a strategic approach to product and branding issues.