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Cornell University    
  Feb 18, 2018
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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