This course provides MBA students with a comprehensive understanding of how to build, measure, and manage brand equity in a competitive global marketplace. Grounded in Kevin Lane Keller’s Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th Global Edition), the course explores the strategic role of branding in driving business success and customer loyalty. Students will learn to apply the Customer-Based Brand Equity (CBBE) model, evaluate brand elements, and design integrated marketing programs that enhance brand value. Through case studies, guest speakers, discussions, and hands-on analysis, they will explore how brands leverage secondary associations and navigate brand architecture decisions. The course also addresses brand revitalization,
global branding strategies, and brand performance measurement. By the end of the course, students will be equipped with the tools and insights to manage brands strategically across industries and markets, making informed decisions that align with long-term brand equity goals.

Faculty: Dr. Hakim Meshreki

Course Date & Time

Wednesdays 6-8:40 pm Cairo local time. Please note that in Egypt Daylight Saving Time ends (clocks are turned back one hour) on October 29.