Branding is a well-known phenomenon in marketing. A brand is a promise to the customer that goes beyond the generic product, the technical and physical attributes. When selling a branded product the company promises that the consumer will achieve special qualities by using the product, different qualities than when using a similar non branded or different branded product. The course will examine the importance of building brand strategies that both enhance brand equity and endure through time. Particular emphasis will be placed on the design of marketing programs to build brand equity.
Following the successful completion of this course, students should be able to:
