PBL trigger 1: Brand management
The main problem: How to understand brand management and the roles of the brand manager, the employees and external consultants? Learning objectives: 1. What is brand management? 2. What are the brand manager’s tasks and responsibilities? 3. What are the steps in the brand definition process? 4. How does the brand manager work in cooperation with the company management, the employees and external consultants? (What are their roles?) 5. Analyse the brand ma...