This class provides a detailed understanding of brand theory and application of key brand strategies. Brands such as American Express and Levis jeans will be reviewed.

Aspects and theories of brand management will be presented and discussed in order to equip the student to manage effectively in a global brand environment. Students will gain a clear appreciation of the role of brand strategy within the corporation’s operating plan. This will entail consideration of environmental factors causing changes to the structure and composition of the brand portfolio as well as discussion of conceptual issues surrounding the strategic roles of brand management.

A theoretical look at how a company’s brand value is created and measured will be a key objective of this core class. Using core brand theories and concepts, this class reviews and applies brand strategies to a variety of business cases. The course is rich in branding theory and will put the theory to practice using branding applications to industry and reviewing key companies branding strategies.