MRKT-3330 Brand Management
A brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate those of the competition. The essence of formulating competitive strategy is relating a brand to its environment. Although the relevant environment is very broad, encompassing social as well as economic forces, the key aspect of the brand's environment is the industry or industries in which it competes. The goal of competitive strategy for a brand in an industry is to find a position in the industry where the brand can best defend itself against these competitive forces or can influence them in its favor. This course examines how to build brand equity, how to measure brand equity, how to formulate brand strategy, and other important brand issues.