藉由教科書的架構及理論，結合個案研習及討論，協助同學瞭解品牌管理之精要及策略思考邏輯，進而培養解決品牌管理相關議題的能力。

Through the structure and theory of the textbook, combined with case study and discussion, it helps students understand the essence of brand management and the logic of strategic thinking, and then develop the ability to solve issues related to brand management.

本課程主要目的在介紹品牌管理之基本觀念、理論、演變、技術及最近實務之發展。主要內容包括：品牌定位、品牌價值、品牌權益、品牌績效、品牌延伸及品牌組合管理等。

The main purpose of this course is to introduce the basic concepts, theories, evolution, technology and recent practical developments of brand management. The main contents include: brand positioning, brand value, brand equity, brand performance, brand extension and brand portfolio management, etc.

1. Strategic Brand Management 4e, 2012, Kevin Lane Keller, Pearson Education Inc.
2. 策略品牌管理（四版），2014年，Kevin Lane Keller原著，徐世同編譯，華泰書局。
3. 品牌行銷Building The Brand-Driven Business，2004年，Scott M. Davis, Michael Dunn原著，陳綉里譯，中衛發展中心發行。
4. Building Strong Brands, 1996年，David A. Aaker著， Free Press。
5. Brand Asset Management, 2002 年，Scott M. Davis著, Jossey-Bass。

1. Strategic Brand Management 4e, 2012, Kevin Lane Keller, Pearson Education Inc.
2. Strategic Brand Management (Fourth Edition), 2014, original work by Kevin Lane Keller, compiled by Xu Shitong, Huatai Book Company.
3. Brand Marketing Building The Brand-Driven Business, 2004, originally written by Scott M. Davis, Michael Dunn, translated by Chen Xiuli, and published by Zhongwei Development Center.
4. Building Strong Brands, 1996, by David A. Aaker, Free Press.
5. Brand Asset Management, 2002, by Scott M. Davis, Jossey-Bass.