Strategic Brand Management

Catalog description

Brands are a potentially valuable asset to firms in Business-to-Business (B2B) and Business-to-Consumer (B2C) markets. Strong brands influence purchase and consumption by communicating value and providing differentiation in the marketplace. Effective brand management is therefore critical to maintaining the long-term profitability of products and services. This course investigates how to create profitable brand strategies by building, measuring, and managing brand equity. Theories and practical tools will address the following questions: how does branding influence purchase and consumption? how can firms build brand equity? how should brand equity be measured and managed over time? how should firms manage brands in a brand portfolio? how can firms leverage brand equity? At the conclusion of this course, students will be able to: 1) explain the fundamental concepts of branding and the role of branding in business; 2) apply branding concepts and analysis tools to managerial decision-making; and, 3) provide real-world examples of challenges and issues in branding.