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MARK 472

Branding and Marketing Strategy

3 units

Fall 2026

Topics

  • Defining Brands and the Roles They Play The Strategic Brand Management Process and Contemporary Brand Management
  • How to Position Brands
  • Defining Brand Equity and Its Elements
  • Brand Image and Personality
  • Measuring Brand Equity
  • Brand Resonance and Engagement
  • Strategic Actions to Build Brand Equity
  • Consumer Brand Relationships

Readings

  • Keller, Kevin Lane and Vanitha Swaminathan (2026), Strategic Brand Management:
    recommended
  • Building, Measuring, and Managing Brand Equity (6th ed.), Pearson
    recommended
  • Aaker, David (2024), Strategic Market Management, NJ: Wiley
    recommended
Winter 2026

Readings

  • Brand Management–Co-creating meaningful brands (Michael Beverland) 3rd Edition
    unspecified
  • Print ISBN 9781529720129
    unspecified
    ISBN 9781529720129
  • Ebook ISBN 9781529755275
    unspecified
    ISBN 9781529755275
Sources