International Brand Strategy 5 credits

In the contemporary landscape, brands are required to balance growth with responsibility, creativity with consistency, and local relevance with a global vision. This course equips you with the knowledge and skills to design, position, and manage brands within internationally oriented markets. As consumers increasingly demand accountability and purpose from the brands they endorse, conventional approaches to international branding are often inadequate in addressing the sustainability concerns and ethical considerations that influence purchasing decisions globally. You will master the fundamental components of brand identity, positioning, and customer-based brand equity across multiple market contexts. The curriculum examines brand architecture and portfolio governance strategies, teaching you to create coherent communication systems and experiential touchpoints that engage stakeholders across cultures. Brand activation through integrated marketing communications receives deep attention, alongside measurement frameworks for assessing brand performance. Ethical and sustainability considerations are integrated throughout, ensuring you understand responsible brand stewardship and long-term value creation principles. After completing this course, you will be able to analyse brands using established theories, frameworks and indicators, and contribute to growth strategies for international markets. You will evaluate brand-related decisions systematically and present your recommendations with clarity and confidence. Your analytical skills will help you assess the ethical and sustainability implications of branding choices. Most importantly, you will learn how to adapt brand strategies to different market conditions while maintaining coherence and consistency, preparing you to support international branding efforts in your future career.