2020-2021 Undergraduate Academic Catalog

CMGMT 3446 Brand Management

As products pricing and distribution increasingly become commodities the new competitive arena is brand value which creates long-term profitable brand relationships.  Building brand equity involves managing brands within the context of other brands as well as managing brands over multiple categories over time there are just as many opportunities for greatness as there are pitfalls. An effective branding process will create a unique identity that differentiates a brand from its competition. In this class you’ll be equipped with the tools you need to understand effective brand management the heart of a company’s competitive strategy




45+ credits complete