Brand Management Foundations

(Elective Course)

Brand Management Foundations will examine the key frameworks that comprise a successful modern brand identity including Promise, Purpose, Values, Personality and Story. Buyers today expect brands to provide a consistent and superior customer experience. These expectations coupled with increasing competition place enormous pressure on brands to stay authentic and gain the trust of their customers. In this course, students will learn how different strategic frameworks are applied in real world and digital-first situations to create, develop and nurture strong brands.