BUMO 705
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, measuring, and leveraging brand equity, managing brand portfolios, and managing brands over time.
Topics
- understanding brands from the customer's perspective
- building
- measuring
- and leveraging brand equity
- managing brand portfolios
- and managing brands over time
Topics explicitly listed in official catalogue description
Prerequisites & course information
Prerequisite: BUMO612 . Restriction: Must be admitted to the appropriate graduate business program; or permission of the Masters Programs Office at the Robert H. Smith School of Business.
Sources
- Course catalogue ↗2026-2027