MGMT 231 Creating Brand Value Strategy
For many firms, the brands associated with their products and/or services are their most valuable assets, and, hence, much management attention is given to designing, communicating, stewarding, and protecting them. This course is designed to provide an in-depth understanding of brand management and how brands and the stories that define them are crafted and communicated to consumers. This course takes a contemporary view of branding as a collaborative process of meaning making between firms, consumers, and other cultural producers, and includes emerging theory and best practices on brand storytelling, open source branding, branding in social media, and brand communities.