Skip to main content
Li Ka Shing Library

Master of Science in Communication Management: Brand Management

A joint programme by SMU, Singapore & USI, Lugano, Switzerland. This is the programme portal for the Academic Year 2012-2013. It points to useful electronic and print resources for the courses.

Course Description


The seminar will open by discussing the nature of brands, the concept of the brand as a promise and mechanisms to encourage a coherent brand strategy. Some of the drivers of brand emotion will be explored, along with techniques to ensure effective brand differentiation. Participants will be exposed to the diverse interpretations managers have of the brand concept. A typology of added values will be described. A significant amount of time will be devoted to a strategic framework which enables the development of a coherent brand and each stage of this framework will be explored in depth. The material covered is relevant to product and service based offerings in consumer or business to business markets.



For access to cases, please check with the respective Faculty.

The use of electronic resources must comply with the Appropriate Use of Electronic Resources Policy and Singapore Management University Acceptable Use Policy