BUS 3650 - Branding and Brand Management

3 lecture hours 0 lab hours 3 credits

Course Description
Why does Red Bull^®Energy Drink give you wiiings? What is the difference between adidas^® and Nike shoes? This course will provide an overview of branding and brand management with an emphasis on how to foster growth. Specifically, brands will be considered assets that need to be developed and nurtured to fulfill the organization’s financial goals. The value of brands has been acknowledged for many years, while 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: BUS 2660) (quarter system prereq: BA 2661)

Course Learning Outcomes
Upon successful completion of this course, the student will be able to:

Apply a framework for structuring brand management decisions
Analyze brand equity to increase revenue
Adapt brand assets through brand extensions, co-branding and other methods to grow the brand
Develop an understanding of brand architecture as it applies to new and existing brands

Prerequisites by Topic

None

Course Topics

Brand equity
Brand awareness
Positioning
Brand brief/mantras
Measurement
Brand extensions
Revitalize and reposition
Brand forces

Coordinator
Dr. Michael Payne

Announcement

The Raider Return

Milwaukee School of Engineering

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BUS 3650 - Branding and Brand Management