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Brand Equity

(Elective Course)

Brand Equity’s purpose is to help students learn and apply principles around building, managing, measuring and protecting brand equity. Fundamental to this course is the proposition that brands are not cost centers but assets that can be leveraged to help organizations meet their business objectives.

The core topics we’ll cover include brand assessment, segmentation, brand architecture, positioning, brand extension, brand alliances and brand valuation. While we will touch on the creative aspects of communicating a memorable and compelling brand identity, the emphasis of the course will not be on marketing communication tactics. Rather, it will focus on the issues that organizations must address as part of creating a comprehensive strategy for building and protecting brand equity.  Class activities include readings, case studies, short papers and a term project.

Advisory note for online students: It is recommended that students complete IMC I: Marketing Management in advance of this class.