Course Description:
This course examines the broad topic of brand equity and brand management, both critical to an effective marketing strategy and building relationships with stakeholders such as customers, suppliers, and partners.

For many companies, the most valuable asset is the brand name associated with its products or services. Yet too often marketing decisions affecting product policy, pricing, advertising or distribution are taken without considering their impact on brand equity or, alternatively, optimally leveraging it. Thus the focus of this course will be to explore and understand the importance of brands, what they mean to consumers, and, most importantly how they should be managed to the greatest benefit of the organization, whether that be a consumer business, B2B, or not-for-profit.