0 or 2 credits
Fall 2026 Lecture Upper Division
This course exposes students to the issues and activities in brand management. Topics include developing the brand marketing plan, design and execution of integrated marketing communications, testing, launching, and repositioning of brands, creating and managing brand equity, formulating strategies for leveraging and defending brands, product line and category management.
Learning Outcomes1Identify the components of a firm's brand equity, based on weekly discussions of "Best Practice" cases assigned in the course.
2Demonstrate an understanding of how a firm formulates, develops, and executes a firm's branding strategy.
3Demonstrate an understanding of the key components of a firm's branding strategy.
4Develop an understanding of how a firm manages the issues of building brand equity, measuring brand equity, and understanding how to grow a firm's brands.
Prerequisites
Restrictions
made by Purdue students.