BUMK 716
Brand Management
Brand names are valuable assets for firms. Effective brand management is critical to maintaining the long-term profitability of products and services. 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.
Topics
- understanding brands from the customer's perspective
- building brand equity
- measuring brand equity
- leveraging brand equity
- managing brand portfolios and managing brands over time
Topics explicitly listed in official catalogue description
Prerequisites & course information
Prerequisite: BUSI650 . Restriction: Must be in one of the following programs (Business and Management (Master's); Business and Management (Master's)) ; or permission of BMGT-Robert H. Smith School of Business.
Sources
- Course catalogue ↗2026-2027