Organizational Identity and Brand

Catalog description

Organizational Identity and Brand. This course explores the ways organizations today craft and communicate an authentic brand identity. As the marketplace has changed, organizations have had to find ways to differentiate and gain the competitive edge. Connecting with stakeholders through a clear and consistent identity that aligns with organizational values and mission can increase profits as well as customer and employee loyalty. This course highlights the most effective ways to craft brand identity through authentic, strategic messages and visual presentation disseminated through both traditional and mediated platforms. The course also investigates how social networks have changed and challenged efforts to craft organizational identity and brand, as well as the ways employees' personal identities are ultimately interdependent with organizational identity. Prerequisite: COM 601. (Offered every fall and spring term.)