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Brand Strategy

A brand is so much more than a logo, tagline, product or marketing campaign. The most adept and sought-after marketers know that a brand is a promise and that a well-planned brand strategy can make or break an organization.

Through the courses in the Brand Strategy sequence, you learn how to manage brand communications and make key decisions in a consumer-driven marketplace, where customers can share information and opinions freely and instantaneously.

Jonathan Copulsky
"Great brand strategy requires great brand activation – choosing targets, understanding customer needs, positioning a product or service, developing messaging and selecting the most effective IMC tactics. Medill IMC Brand Strategy courses allow students to understand the entire spectrum, from strategy to activation."Jonathan Copulsky

Senior Lecturer and Executive Director of Spiegel Research Center, Former Chief Marketing Officer at Deloitte Consulting

Through Brand Strategy courses, you will also learn to identify brand opportunities and use consumer insights to measure brand awareness and equity, lead business decisions and shape perceptions.

From mapping a consumer decision journey to developing key brand messages to measuring a brand’s consumer connection, you learn the ins and outs of what makes a successful brand strategy in today’s complex media environment.

Ideal for students interested in

  • Brand awareness and messaging
  • Brand positioning and connecting with consumers
  • Consumer insights
  • Developing a consumer decision journey

IMC alumni jobs related to this specialization:

  • Brand manager, Walt Disney Studios Motion Pictures
  • Senior director of marketing communications, Gap
  • Senior associate brand manager, digital engagement, Pizza Hut
  • Senior marketing manager, Microsoft
  • Director of global marketing, Interbrand
  • Senior director of customer engagement, Walmart

Required foundation course

Brand Management Foundations

Elective courses

Brand Communication Decisions

Building Brands with Creative Ideas

Customer Value Innovation

Global Perspectives - Brand Innovation (Chile)

Global Perspectives (London)

Shopper Marketing

Prakarsh Gupta (IMC15)
"My dual specialization in Brand Strategy and Analytics prepared me to navigate real challenges and hit the ground running from day one. This was because the concepts that were covered are cutting edge and relevant to the current needs of the marketing community."Prakarsh Gupta (IMC15)

Director, Marketing Sciences, Omnicom Media Group