Managing Brands and Products

2 Credits

Brands are organizations' most valuable assets. Effective brand management is critical to maintaining the long-term profitability of organizations, and involves designing and implementing marketing programs to build, measure, and manage brand equity. This course will focus on exploring the fundamentals of branding and brand management from both the customer's and manager's perspectives. This course will cover why brands are important, what they represent to consumers, and what firms should do to manage them properly.