MKTG 3550 - Brand Management

3 Credits (Minimum) 3 Credits (Maximum)

Brand management focuses on understanding the concepts associated with building customer-based brand equity and managing brand identity and positioning. This course will analyze all aspects of a brands and brand management. The course concepts apply to both for-profit and non-profit organizations. While brand managers are responsible for sales and profitability for their brands, they are also entrusted with building brand equity and value over time. Students will learn how organizations create a competitive advantage by incorporating consumer insight into an effective branding strategy. Social, ethical and legal issues of brand management will be examined. Prer., MKTG 3000, Business students only.