*  To provide a deep understanding and appreciation of the 
   academic literature concerning brand equity theory and 
   measurement, the appropriate use of brand line extensions,   
   brand architectures, brand valuation models, co-branding 
   and brand portfolio models, customer loyalty and  
   profitability, and customer relationship management.

*  To ensure that each PhD student develops and presents a 
   personal review and critique, along with a conceptual model 
   for conducting a theory-driven research project, in a  
   brand or customer equity area.

*  To require each PhD student to develop and present an 
   in-depth research paper for potential submission to a  
   refereed journal.

*  To gain an ability to apply the methods and measurement 
   methods specific to relevant to testing theories of brand  
   and customer equity impact on marketing firm-level  
   performance

·        Brands vs. Products
·        Conceptual frameworks of brand equity
·        Approaches to measuring brand equity
·        Brand valuation
·        Impact of marketing programs on brand value
·        Line, brand and vertical extensions
·        Co-branding and ingredient branding strategies
·        Brands in sports, art and entertainment
·        Effects of brand failure 
·        Mergers and acquisitions and brand consolidation 
·        Brands as corporate risk reducers
·        Customer loyalty and profitability models
·        Valuing customers
·        Financial impact of customer relationship management