This course will address the strategic importance of branding, provide theories and strategies for building, leveraging, and defending strong brands, and discuss current opportunities and challenges facing brand managers.

CILO-1: Demonstrate an understanding of the concepts and techniques with respect to brand strategies and brand decisions. CILO-2: Measure brand equity from customer perspective. CILO-3: Apply theoretical concepts of brand management to practical marketing problems. CILO-4: Detail recommendations for action to maximize brand equity. CILO-5: Work productively as part of a team, and in particular, communicate and present qualitative and quantitative information effectively in written and electronic formats in a collaborative environment.