COMM 6260 - Strategic Brand Management

3 Credit(s) | $12 Fee

A company’s brand is among its most valuable assets. A strong brand can have a significant impact on consumer commitment by communicating the value of and providing differentiation for products and services. While branding is both an art and a science, there are certain patterns and predictability of branding activities that greatly increase the odds of success. Becoming familiar with the relevant theories and models of branding can help executives make better branding decisions. This course focuses on how to build, measure, and manage brand equity–the commercial value that comes from consumer perception of a brand. It covers topics in the utilities of branding, steps/process of building brands, methods of measuring brand equity, and ways to leverage brand equity. (Summer) [Graded (Standard Letter)]

Registration Restriction(s): MA in Professional Communication students only or program director permission