BRAND EQUITY MANAGEMENT
Course DescriptionExplores strategies and tactics that are used to build, measure and manage brands and brand equity, including the introduction of new products. Also covers creative decisions in branding.
Course Learning Outcomes
Upon successful completion of IMC 613, you will:
- Identify and analyze theories, models, marketing programs and other tools for building brand equity.
- Discriminate between complimentary and contradictory data resources to make challenging branding decisions.
- Contrast important brand management concepts and principles with classmates and faculty.
- Synthesize the branding concepts into a detailed brand audit.
Topics in this course may include: Basics of Branding Analysis of Industry and Competition Changing the Brand: Line Extensions, Rebranding, Brand Extensions and New Brands Foundation Strategic Planning Measuring Brand Performance Branding Beyond Packaged Goods Products Creative Marketing Programs Wrap-up Week
This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.