MBA653 Case Studies in Brand Strategy (3 cr.)

This course emphasizes a brand’s ability to simplify customer decision-making, set expectations, and reduce risk.  Students gain a deeper understanding of the importance of maintaining, strengthening, and evolving a brand’s value over time.

Upon completion of this course, students are expected to be able to do the following:

1. Describe the main branding challenges and opportunities.
2. Explain the criteria and tactics for choosing a brand strategy, and the legal issues surrounding this decision.
3. Apply concepts related to planning, implementing and evaluating brand strategy.
4. Assemble a basic brand hierarchy.