Whether a B2C, B2B, non-profit or government agency, an organization’s most valuable asset is its brand. This course explores foundational ideas as well as more recent developments impacting the creation and management of a brand in today’s digitally-dominated marketplace. For instance, organizations have ceded some control to customers who are now empowered through digital / social platforms to help define and evolve a brand; and customers no longer compare a specific aspect of their brand experience with others in the same industry or category but rather, their comparison frame-of-reference is the very best like-function (purchase, service, etc.) that they have experienced. The course will examine fundamental brand concepts, incorporate case studies to illustrate real-world complexity, and explore current issues that today’s marketer must be able to address.
Upon successful completion of the course, students will be able to:
Explain and apply brand-related concepts and strategies;
Demonstrate understanding of current trends and issues impacting brands and the associated management implications; and
Critique and make recommendations to improve an organization's brand strategy or brand value proposition.