Oct 01, 2023  
2020-2021 Undergraduate Academic Catalog 
2020-2021 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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BA 4650 - Branding and Brand Management

3 lecture hours 0 lab hours 3 credits
Course Description
This course will provide an overview of branding and brand management with an emphasis on how to foster growth within companies. Specifically, brands will be considered assets that need to be developed and nurtured to fulfill the organization’s financial goals. While the value of brands has been informally acknowledged for many years, brand management frameworks are relatively new. Students will use various frameworks and tools to examine how to assess a brand’s value and how to leverage this value in various brand decisions (prereq: BA 2661 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Develop a framework for structuring brand management decisions.
  • Use different approaches to assessing brand equity.
  • Know how to leverage brand assets through extensions, co-branding and other methods, and assess the impact of these actions.
  • Understand the concept of brand architecture and be able to explain the conditions under which one type of architecture is more appropriate than another.

Prerequisites by Topic
  • None

Dr. Michael Payne

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