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Strategic Brand Management

In: Business and Management

Submitted By TabrezAsad
Words 3393
Pages 14

COURSE: MKT 4398 – Strategic Brand Management

TERM: Fall 2009

| | |
|Section 05: 12:30-1:45 T-Th | |
| | |
|Room: HSB 101 | |

PROFESSOR: Dr. Chris Pullig


OFFICE HOURS: T-Th 1:45 – 4:00 or by appointment

PHONE: 710-4769 (Office) and 836-0206 (Home)


Course Description and Objectives: One of the most valuable assets for any firm is the brand associated with its products and/or services. Despite this, very little attention has been paid to the subject in business education. To address this, Strategic Brand Management is an advanced elective that addresses important branding decisions faced by an organization. Its basic objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies; 2) to provide the appropriate theories, models, and other tools to make better branding decisions; and 3) to provide a forum for students to apply these principles. Specifically, we will cover: • Building customers’ brand knowledge • Generating brand identities and value propositions • Using the marketing mix to effectively deliver the brand to the marketplace • Measuring brand equity • Creating a comprehensive and effective brand architecture • Managing brands over time
Course Organization and Administration: Strategic Brand Management is...

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