MKTG 3342 - Brand Management

Credit Hours: 3 Lecture: 0 Lab: 0

An in-depth analysis of the power of branding on customer behavior and its impact on business results. Topics covered include the importance of branding, brand equity, characteristics of a good brand name and brand mark, brand identity and design, brand promise, brand positioning and repositioning, brand attributes and personality, messaging and taglines, measuring success and emerging issues.

Prerequisites: MKTG 3301 or equivalent.