Branding and Brand Management

Catalog description

Why does Red Bull ® Energy Drink give you wiiings? What is the difference between adidas ® and Nike shoes? This course will provide an overview of branding and brand management with an emphasis on how to foster growth. Specifically, brands will be considered assets that need to be developed and nurtured to fulfill the organization’s financial goals. The value of brands has been acknowledged for many years, while brand management frameworks are relatively new. Students will use various frameworks and tools to examine how to assess a brand’s value and how to leverage this value in various brand decisions.