This course is designed to give students a good working knowledge of the many aspects of product and brand management. The separation of the product from the brand and the focus on building and maintaining brand equity has created a need for marketers to understand the complex relationship between products and brands. The material covered in the course includes: the components of Consumer Based Brand Equity (CBBE); the relationship between products and brands; the history of brands; brand audits and brand architecture decisions; understanding brand associations; brand performance measurement; creating, maintaining and measuring brand equity.