15 846 - Branding

Description
Prereq: 15.809, 15.814, or permission of instructor. Provides a foundation for building, managing, and defending brands at various stages in the brand life cycle. Introduces the fundamentals of brand architecture and management relevant for B2C and B2B Marketing. Examples from a variety of industries cover topics that include brand co-creation, diffusion, imitation, and authenticity. Explores theory and practice using cases and academic research. Also looks at the development of leadership branding.
Credits
6
Recent Professors
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Recent Semesters
Spring 2020
Offered
TuTh
Avg. Sections
1