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Cornell University    
 
    
 
  Nov 23, 2017
 
Courses of Study 2016-2017 [ARCHIVED CATALOG]

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AEM 3120 - Branding and Brand Management


     
Spring (week 8-14). 1 credit.

Prerequisite: AEM 2420  or equivalents.

P. Mandel.

Branding has become one of the most important aspects of business strategy. Developing brand identity and strategy are critical steps in successful marketing of a product. Developing a brand strategy requires an understanding of: what is branding, how to develop brand equity, how to reach the target audience, the importance of consistent communications and brand planning. This course includes the concepts of brand, brand equity and strategic brand management. Topics covered include Brand Equity, Consumer Communications, Reaching Consumers and Brand Planning. Post this class participants will understand the importance of building brand equity and communicating throughout all consumer touch points. Class work includes a combination of case studies, lectures, and class discussions. Topics discussed will relate to real life business situations.

Outcome 1: Participants will be able to evaluate branding strategies with enhancing strategic thinking skills.



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