Brand Management

1.5 credits · GM

Which brands do you feel connected to? Starbucks? NPR? Johnson? What draws you into these brands? How do firms create compelling brand experiences? How could you build a brand that fosters relationships with consumers? This course takes a consumer-centric approach to explore such questions with the goal of identifying the ingredients for building and managing brand relationships, where brand is defined as a reputation. To bridge theory and practice, the course interweaves lectures, case discussions, guest speakers, and in- and out-of-class exercises. The course culminates in a Brand Audit, which provides a systematic way to inventory current brand assets and develop strategy. Please note that although this course does include individual assessments, it also has a strong emphasis on teamwork (e.g., two in-class team presentations). (MHA-EL)