Managing Brands

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Great brands stand for many different things in the minds of customers. But they all succeed in generating consumer interest, loyalty, even passion… and enormous value for the companies that manage them. 

Our focus is on strategic and creative management of brands. We will examine how innovative managers create brands that connect with customers by studying customer lifestyles, tapping into cultural meanings, managing customer experiences, and executing brand strategies across touchpoints. We will also look briefly at brand valuation and analytics, but these topics are covered in more depth in other classes. Finally, in some classes, we will consider the effect of technology as well as the pandemic on brands and branding.

Class sessions will combine lectures with concepts and practical management tools, guest speaker perspectives, and group exercises. You will be evaluated for your ability to master new concepts, think strategically, and generate truly creative solutions to everyday branding challenges.