Brand Strategy

3 credits

Many organizations realize that one of their most valuable assets is the brand associated with their products and services. Despite this recognition, marketing decisions regarding products, pricing, advertising or distribution are too often made in isolation without taking into account their impact on the brand. Topics include brand-market analysis, segmentation, brand positioning for strategic advantage, brand equity, brand hierarchies, portfolios, extension and leverage. The course consists of a rich mix of topical case discussions, conceptual lecture-discussions and experiential projects.