Brand Management

Catalog description

Which brands do you feel connected to? Starbucks? NPR? Johnson? What draws you into these brands? How do firms create compelling brand experiences? How could you build a brand that fosters relationships with consumers? This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing brand relationships, where brand is defined as a reputation. To bridge theory and practice, the course interweaves lectures, case discussions, guest speakers, and in- and out-of-class exercises. The course culminates in a Brand Audit, which provides a systematic way to inventory current brand assets and develop strategy. Please note that although this course does include individual assessments, it also has a strong emphasis on teamwork (e.g., two in-class team presentations). (MHA-EL)