A deep dive into the intersection of consumer psychology and brand management. Fundamental principles are reviewed and the application of these principles to influence brand identification, loyalty, and preference is discussed. Key steps involved in brand equity creation, from visual identity design to portfolio management, are explored.
Athena Title
Cons Marketing and Brand Mgmt
Equivalent Courses
Not open to students with credit in MARK 4780E
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H
Semester Course Offered
Offered every year.
Grading System
A - F (Traditional)
Student learning Outcomes
Students will achieve competency through an iterative process that involves communicating how a brand's visual identity, messaging, and positioning contribute to the development of brand awareness and associations, with opportunities for feedback, corrections, and improvement throughout the semester.
Students will illustrate the steps for building and managing a brand portfolio for an existing business, by identifying patterns, drawing conclusions based on evidence, and solving marketing problems by interpreting data.
Topical Outline
Learning and Memory: Awareness
Affect and Cognition: Interest
Attitude and Behavior: Desire
Decision Making: Action
Brand Positioning
Selecting Brand Attributes and Developing Voice
Developing a Brand Identity with Brand Labels and a Visual Identity System
Creating and Leveraging Brand Associations
Brand Mergers, Extensions, and Sub-Brands
3 Branding Cases (Rotating)
Institutional Competencies Learning Outcomes
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
Communication
The ability to effectively develop, express, and exchange ideas in written, oral, interpersonal, or visual form.
