Part I - The Brand Management System

The first part of this course overviews how firms organize to manage their brand assets, including the brand management system and the marketing plan.

Part II - Building a Brand

The second section of the course covers the tactical elements involved in managing and developing a brand. The emphasis is different than the core, though, as the focus is on the use of the mix to develop brands (e.g., how does one develop strong, unique, and favorable brand associations via the marketing mix).

Part III - Managing Across Brands and Markets

The last section of the class expands the concept of brand management across products and markets. In the first class of this section, we will outline branding issues associated with extending brands. After moving beyond branding issues for a single product, we then turn to Global Branding in the next section. Next, we will look at a very topical issue in branding today; brand committees. We then wrap up the class and the marketing plan/simulations.