MKT3424



Branding Strategy

This course is designed to help students learn how to assess the strengths and weaknesses of a brand, and understand how to successfully develop technical branding strategy at different levels: corporate level, product level, and communication level. That is, this course concerns how to monitor and manage a brand over time to keep it healthy and strong by assessing important technical branding factors. Students will learn how to make branding decisions such as brand portfolio, co-branding ideas, brand revitalization, and branding beyond geographical boundaries. Beyond learning frameworks and theories, students will also conduct hands-on brand audit and brand portfolio projects.

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