Strategic Brand Management

Catalog description

An examination of strategically developing, measuring, and managing reputable brands that connect with customers. A focus is placed on the analysis of brands that generate loyalty and value for the firm that manage them. The course surveys how to execute brand strategies across touchpoints from naming and visual identity to product innovation, packaging, retail, and advertising based on the analysis of customer lifestyles, cultural meanings, and customer experiences. Other topics include the application of brand valuation and analytics.