Some of the most valuable assets managed by companies today are the brand names associated with their products and services. Strong brands can influence purchase decisions by communicating the value of and providing differentiation for products and services. Effective brand management is critical to maintaining the long-term profitability of products and services. This course is designed to develop students’ understanding of the importance of brand equity as well as how to build, measure and manage brand equity. Topics include understanding brands from the customer’s perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and managing brands over time. The course is composed of lectures and class discussions with students evaluated based on class participation, individual assignments, and a team project. Topics related to social value creation are how social and environmental issues impact brand strategy, the impact of products development/design/pricing on consumers, niche marketing and its implications for business strategy, and managing brands across geographies and cultures, cultural impacs of branding, and branding of non-profits and NGOs. The case (Product)Red is discussed.
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