全球品牌智財權管理

臺北科技大學 115-1 學期課程，課號 364479。

課程大綱

This course examines global brand management from business, legal, and strategic perspectives. It focuses on brand development strategy, brand equity and valuation, trademark protection, corporate governance and brand management, and intellectual property and brand licensing. Through lectures, academic papers, case studies, oral presentations, and project-based learning, students will develop the ability to analyze brand-management issues and formulate effective global brand strategies.

課程進度

Week 1 — Introduction Week 2 — Ch 1 Brands and Brand Management Week 3 — Ch 2 Customer-Based Brand Equity and Brand Positioning Week 4 — Ch 3 Brand Resonance and the Brand Value Chain Week 5 — Ch 4 Choosing Brand Elements to Build Brand Equity Week 6 — Ch 5 Designing Marketing Programs to Build Brand Equity Week 7 — Ch 6 Integrating Marketing Communications to Build Brand Equity Week 8 — Ch 7 Branding in the Digital Era Week 9 — Ch 8 Leveraging Secondary Brand Associations to Build Brand Equity Week 10 — Ch 9 Developing a Brand Equity Measurement and Management System Week 11 — Ch 10 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Week 12 — Ch 11 Measuring Outcomes of Brand Equity: Capturing Market Performance Week 13 — Gemini Notebook Week 14 — Gemini Notebook Week 15 — Ch 12 Designing and Implementing Brand Architecture Strategies Week 16 — Ch 13 Introducing and Naming New Products and Brand Extensions

評量方式

1. Oral Presentation of an Academic Paper and a Case Study: 40% 2. Oral Presentation of a Project: 50% 3. Gemini Certified Student Certification: 10%

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：是 Keller/Strategic Brand Management: Building, Measuring, and Managing Brand Equity