Brand Strategy

The Brand Strategy course is designed to build on your first-year marketing course and explore the elements of brand strategy to build capabilities on brand management and how brands drive business strategy and long-term value: what it is; what it is not; how to manage, execute, measure, and value.

The course is built around cases on B-B and B-C, national, and global companies and will cover a broad range of industry types (information technology, airlines, consumer products, and financial brands) and brand strategies (master brand vs. house of brands). It will begin with understanding and completing a brand audit (the Brand Report Card), building a brand platform, brand positioning, brand architecture, and extensions and brand equity.