Course: Brand Management

Brand Management: Learn how to build and maintain strong brands.The course covers topics such as brand strategy, research, and positioning, as well as brand extensions, global branding, and measuring and managing brand equity over time. Because brand management is both an art and a science, the course blends brand strategy from lectures with practical knowledge from case studies of familiar brands. You apply the information learned in class in a brand audit, where you examine a brand of your choice and make recommendations to build its brand equity.

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The course uses the following book: "Strategic Brand Management: Building, Measuring, and Managing Brand Equity." By Kotler and Keller. Published by Pearson Prentice-Hall.

Course Description Syllabus
UCBX X459.2 Strategic Brand Management
Introduction to strategic brand management.

The course content table below includes chapter content, case studies (with supporting files), web resources, and relevant videos.

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Chapter PowerPoint Slides Cases and Videos
Chap. 1 Introduction to Brands (pdf) Case: P&G (pdf); Video: The Art of Branding (6:39)
Chap. 2 Brand Equity (pdf) Case: Nivea (pdf); Nivea Commercial (0:34)
"However beautiful the strategy, you should occasionally look at the results."
- Sir Winston Churchill