A strong brand is a company’s most valuable asset and is the basis for building lasting stakeholder value and sustainable business growth. Yet, many organizations have not capitalized on the power of their brands and very little has been paid to the subject of brands and branding in advanced education in the Caribbean. This course presents an introduction to brands and their importance to business strategy and an organization long term profitability. It also provides an explanation of the main theories and concepts and explores techniques used in building and sustaining a strong brand.

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