Brand Equity

The subjective value placed on a brand over and above its objective value.

MSC 811 – Brand Strategy
Learn to how to integrate multi-functional firm resource bases and successfully implement complex brand strategies. How can an organization create dynamic brand strategies that are responsive to changing conditions? How can alliances be used to gain competitive advantage? What are the implementation issues when markets are hostile or declining or when competition is global in scope? How do an organization's structure, systems, people, and culture contribute to brand success? In today's hypercompetitive global marketplace, developing successful brand strategies based on sustainable competitive advantages requires the ability to monitor and understand a dynamic environment, generate creative strategic options that will be responsive to changes facing a business, and provide vision to the organization.

MSC 890a – Brand Decisions
Learn to manage a brand, make decisions, get feedback,and modify your decisions. Learn by doing as you take on the role of brand manager in a fast-paced packaged goods company. Sharpen your brand strategy skills as you make decisions related to segmentation, brand extensions, product formulation, pricing, communications, sales forecasting, and budgeting. It's your team against the computer in this game that mimics reality by including the complexities, uncertainties, and budgetary constraints inherent in brand decision-making.

MSC 890b – Leading Edge Trends in Brand Management
Learn the latest thinking and techniques in brand management and get a competitive edge on students from other schools interviewing for the job you want. Do you know what cluster-wise regression is the hot, new analytical technique in market segmentation? Do you know Russian mathematicians are rewriting the book on estimating marketing ROI? Do you know Best Buy’s segmentation scheme and why this illustrates leading edge retailing? You will be exposed to the leading edge trends related or applicable to brand management. Some of these trends will be known only to the practicing community and not yet known to academics. Other trends will come from academics and have not yet had any exposure to practicing managers.