Brand Strategy

Catalog description

This course explores four specific areas of brand strategy including planning, development, management, and assessment. Through the review and analysis of historical and contemporary examples of brands, students develop an awareness and appreciation for the specific elements that contribute to a brand’s success. The course delves into the role of social, technological and cultural influences on brands and their success or failure. Students study and evaluate specific elements that distinguish, differentiate, and give rise to successful national, multi-national, and global brands.