What brands are, how they are created and managed, and how they add value to consumers and the firm. Topics include: the importance of product, service and corporate brands; how awareness, loyalty, perceived quality, design, legal protection and the name itself combine to produce brand equity; how these dimensions are tested, measured and valued; strategies and tactics for maintaining and reviving brands; multi-brand portfolios, extensions and brand architectures; brands as a driving force for standardisation and globalisation. Detailed case analysis is an integral part of the subject and this may require flexibility with the timing of classes.