INB 380 - Global Brand Management

Brand management is organized around the product and management decisions that must be made to build, measure, and manage brand equity. Objectives are: 1) to increase understanding of the important issues in planning and evaluating brand strategies and 2) to provide the appropriate theories, models, and research tools to make better branding decisions. Course covers the role of brands, the concepts of brand equity, ways to build and measure brand equity, and how to implement a brand measurement system. Prerequisite(s): BUS 233, BUS 236.