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Marketing

MKTG 320-CN : Brand Management

Description

Some of the most valuable assets managed by companies today are the brand names associated with their products and services. Strong brands can influence purchase decisions by communicating the value of and providing differentiation for products and services. Effective brand management is critical to maintaining the long-term profitability of products and services.

This course is designed to develop students’ understanding of the importance of brand equity as well as how to build, measure and manage brand equity. Topics will include understanding brands from the customer’s perspective, building brand equity, measuring brand equity, leveraging brand equity, managing brand portfolios and managing brands over time.

See Northwestern Summer Session schedule  to view available sections of this course.