What is a brand? What is the definition of a great brand? Why do some brands survive generation after generation while others fail after a short shelf life? This course explores the core principles of branding, including how corporate brands can leverage corporate social responsibility to differentiate themselves from the competition. The course allows students to examine core principles of branding through the lens of social impact.
Throughout the course, students learn how brands compete in an environment full of choices for consumers and the tactics they employ to be best in class. Using a consumer-centric approach, students develop skills to creatively measure, sustain, build and defend brands in today’s competitive environment.