BUMK 655 - Advanced Brand Management

Credit(s): 3
As products, pricing, promotion, and distribution increasingly become commodities, the new competitive arena is brand value, which creates long-term profitable brand relationships. Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments. This course is designed to provide the knowledge and skills necessary to build, measure, and manage a brand.