Branding is a critical area of marketing strategy relevant to all organizations. This course will examine: the role of brands in consumer decision-making, brand loyalty, brand image and personality, measures of brand equity and corporate brand communication. Through lectures, cases and experiential exercises, students will gain insights into the issues and tools related to brand management.
Additional Course Information
BU352 and BU362.
M - 7-9:50 pm - Spring Term 2014