Brand Management

3 credits

Issues and challenges commonly faced by brand managers, including: assessing brand meaning, evaluating brand health, assessing a brand's leverage potential, evaluating brand extensions, managing brands through a crisis, and assessing brand value. Credit will be granted for only one of COMM_O 467 or MGMT_O 440. Prerequisite: One of COMM_O 296, MGMT_O 220. Third-year standing.