In this course, you will learn what brands are, how they simplify consumers' decision making, why they are valued by consumers, how they are built from the ground up, and how they are grown and managed across national boundaries. You will learn how to build great brands that change the world, but also take a critical look at brands in relation to their social and environmental impact.

You will learn:

• To appreciate the enormous economic, cultural, and social influence of global brands.

• To build strategies for international and global brands.

• To tailor brand strategies to consumers' tastes and preferences all around the world.

• To assess brand elements and marketing activities that grow brand equity.

• To critically evaluate the role of brands in shaping consumer lives, for better or worse.

• To explore and critically discuss the newest trends in branding

• To collaborate effectively in groups of students from around the world.

• To communicate your ideas with confidence.

In today’s world, brands are everywhere—shaping what we buy, how we live, and even how we see ourselves. This course is your chance to understand what makes brands tick, from their cultural influence to their impact on the global market. You’ll learn how brands create connections with consumers and what it takes to build a brand that lasts across countries and cultures.

This isn’t just about learning how to market; it’s about understanding the deeper role brands play in society. You’ll explore how brands shape consumer behavior, the environment, and social issues, giving you a critical eye for both their positive and negative impacts. You’ll also gain the skills to evaluate and develop branding strategies, adapt them to different global markets, and stay ahead of the latest trends in the industry.

By the end of this course, you’ll be able to confidently analyze how brands influence your own choices and the world around you. Whether you're planning a career in marketing, business, or any other field, the insights you gain here will give you a competitive edge and a deeper understanding of the power of branding in the modern world.

• "The professor, the way he presented the content and book recommendations was really good. Guest lectures were really great and the lecturers, too. 3 hours/week is a perfect amount of time"

• "I really liked how the professor brought in industry knowledge and guest speakers to help tap into the world of branding."

• "The course is very engaging; Information is up to date; the pace and the storytelling are very good. Also, I personally like the content and teaching style. Finally, invited speakers were interesting."

• "The motivational way of teaching of the prof. Even though we were tired or not as hyped as he was, he tried to keep us awake and make it interesting. Also, the assessment are not too little but not too time consuming/hard. It is fun prepare the assigned presentations. Also, the content of the course is not boring and everyone can follow whats being taught."

• "The guest lecturers were super interesting and insightful."