Brand Equity Management | Marketing Communications

Top Three Course Takeaways

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

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

WORKLOAD: (8-10 hours per week)

Explore strategic and creative decisions in managing, building and measuring the equity of brands. Students will demonstrate mastery by conducting a comprehensive brand audit.

Course Learning Outcomes:

Review current industry theories, models, marketing approaches and tools for building and leveraging brand equity.
Distinguish between complimentary and contradictory data sources to determine appropriate branding decisions.
Perform an industry-wide analysis with emphasis on a comparative review between a category leader and a secondary brand.
Apply key brand management considerations, including the role of consumer perception, new product development and brand extensions, and implementing a brand message strategy.
Conduct a comprehensive brand audit.

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Brand Equity Management Instructors

Directory
Patricia Cox Principal Owner at A Few Good Marketers, LLC	pkc00003@mix.wvu.edu	Read More: Cox
Matthew Muetzel Director of Digital and Marketing Operations at Aimmune Therapeutics	mmuetzel@mix.wvu.edu	Read More: Muetzel
Laura Shea Chief Marketing Officer at Humboldt General Hospital	lcshea@mix.wvu.edu	Read More: Shea
Bob Sukys Founder and Director at BrandMine	rsukys@mix.wvu.edu	Read More: Sukys