MKTG 4335 - Brands and Brand Management

Credit Hours: 3 Lecture: 3 Lab: 0

Effective brand management drives customer loyalty and superior long-term company performance. Brands and Brand Management is an undergraduate course that explores why brands are important, what they represent to consumers, and what firms should do to manage them effectively. Some of the topics covered in this course include brand positioning and repositioning; choosing brand elements such as brand names, brand marks, spokes-characters, and endorsers; brand architecture and brand extensions; measuring brand performance; and managing brands over time and across geographic boundaries. Prerequisite: MKTG 3301 or equivalent.

Prerequisites: MKTG 3301 or equivalent.