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Brand Equity Management

Brand Equity Management (IMC 613) explores strategies and tactics that are used to build, measure and manage brands and brand equity, including the introduction of new products. Also covers creative decisions in branding.

IMC 613 Brand Equity Management Course Details

Course Learning Outcomes

Upon successful completion of IMC 613, students will be able to:

  • Identify and analyze theories, models, marketing programs and other tools for building brand equity.
  • Discriminate between complimentary and contradictory data resources to make challenging branding decisions.
  • Contrast important brand management concepts and principles with classmates and faculty.
  • Synthesize the branding concepts into a detailed brand audit.

Course Topics

  • Basics of Branding
  • Analysis of Industry & Competition
  • Changing the Brand: Line Extensions, Rebranding, Brand Extensions & New Brands
  • Foundation Strategic Planning
  • Measuring Brand Performance
  • Branding Beyond Packaged Goods Products
  • Creative Marketing Programs
  • Wrap-up Week

Top 3 Takeaways from the Course

  1. How to create a brand audit and build out recommendations based on your brand research.
  2. How to be competitive as a brand by understanding competitor’s strengths and weaknesses.
  3. Understanding the consumer mindset, why do you pick brand A vs. brand B?

Instructor Insights

Professor Sturm's Passion for Teaching

How to be Successful in Brand Equity Management and Why Study Branding?

Thinking about registering for IMC 613?

Course Intensity and Workload

Intensity Level 4 out of 5

The course is project based, building a brand audit for a client of your choosing. With the amount of research required, the course has received a 4 out of 5 workload ranking, estimating 10-15 hours per course per week.

View the Full Interview with Professor Sturm (a.k.a. Dr. Phil)


Melvin Landry
Profile: Landry
Philip R. Sturm
Profile: Sturm
Deidre West
Profile: West