MARK-240 Brand Management
Spring for 2007-2008
The course examines the broad topic of brand equity and brand management. Its focus will be to explore and understand the importance of brands, what brands mean to consumers, and how they should be managed to the greatest benefit of the concern.
For many companies their most valuable asset is the brand name associated with their products or services. Yet too often insufficient attention is paid to this subject. Too often marketing decisions regarding product policy, pricing, advertising or distribution are taken without taking into account their impact on brand equity or, conversely, optimally leveraging it. In this course we will examine marketing strategy from a branding perspective, including the key issues involved in building strong brands and maximizing the value of existing as well as new brands.
The basic objectives are as follows:
to understand the key issues in planning and evaluating brand strategies
to describe appropriate theories, models and other tools to make better branding decisions
to use a variety of methods to develop effective applications of these principles.
Prerequisites: MARK 220; MSB Juniors and Seniors only
Other academic years
There is information about this course number in other academic years: