Building Great Brands

(3 Credit Hours) · Undergraduate

A brand is often the most valuable asset of a firm. In this class, students will examine the creation and building of brand equity to create long-term profit for the firm. The class will examine what we know about brand management and brand theory from years of rigorous scientific research in the area. While learning the foundations of brand management, students will develop the skills needed to create a meaningful brand, position a brand, develop brand assets like names and logos, promote a brand, leverage brand equity, extend a brand, and communicate brand meaning via traditional and digital media.