BUS 628 - Strategic Brand Management

3 Credits

Brand perception in a global and visual culture can affect consumer behavior and company success in the competitive environment. This course will examine brand management through seven approaches that include: economic, identity, consumer-based, personality, relational, community, and cultural. Students will explore the historical trajectory of brand management and its influence in the marketplace including how brand management has evolved, and the environmental drivers that inform the constructs and the interconnection of the seven brand approaches. Students will evaluate concepts and terminology, and gain an understanding of theory, practice, and application of the constructs of brand management. This course will look at practical strategies for brand management and its impact on consumer culture through analyzing of different paradigms, assumptions, theory, methods and data, and managerial implications of brand management. Topics include concept development to real world application in successful brand management with a focus on current trends and scholarship in the field.