Skip to main content

Brand Equity Management


IMC 613

Workload:   Intensity Level 4 out of 5 (8-10 hours per week)

Explore strategies and tactics that are used to build, measure and manage brands and brand equity, including the introduction of new products. Students also learn how to make creative decisions in branding. The course is project based where students do research and build a brand audit for a chosen client.

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

  • An Overview of Brand Management
  • Branding Basics with Emphasis on the Consumer
  • Changing the Brand: Line Extensions, Rebranding, Brand Extensions and New Brands
  • The Industry and Competition
  • Segmentation – Targeting – Positioning
  • Branding Beyond Packaged Goods Products
  • Creative Marketing Programs

Top 3 Course Takeaways

  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


  • 6:19 - Professor Sturm's favorite part about teaching this course
  • 7:17 - Course structure
  • 11:04 - Course Intensity and workload
  • 17:45 - What defines "Dr. Phil" as an instructor
  • 19:59 - Professor Sturm's advice to be successful in this course

IMC 613 Faculty

Patricia Cox
Profile: Cox
Matthew Muetzel
Profile: Muetzel
Laura Shea
Profile: Shea
Bob Sukys
Profile: Sukys