Brand Management

Catalog description

This course is devoted to the management of brand equity, i.e., the value of the brand to the organization. Specific topics to be covered include defining and measuring brand equity, branding a service, launching a new brand, brand positioning, building and leveraging a brand, strategic brand management, and brand extension. Prerequisite(s): MAN 1020 and MAR 1001 . Cross-listed with MAR 3321 .