FMM 350 Fashion Brand Marketing

This course encompasses the history, development, and process of brand marketing in the fashion industry. The array of national, designer, private label, store and corporate brands, their background, and developmental strategies will be covered. Through the understanding of brand elements, brand equity, and brand communications, the student will create a positioning brief, and launch his or her own fashion brand as a final project. In addition, this course will examine brand global expansion through such vehicles as licensing and franchising.