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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Brand Equity Management

IMC 513

This course is required in:

Top Three 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?

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.

View Full IMC Course Listing

Brand Equity Management Instructors

Cox headshot
Patricia Cox Principal Owner at A Few Good Marketers, LLC Read More: Cox
Dydo headshot
Jason Dydo Brand Strategist and Executive Creative Director, defineDezign Read More: Dydo
Moffatt headshot
Al Moffatt Marketing, Advertising, Branding Executive Read More: Moffatt
Muetzel headshot
Matthew Muetzel Director of Digital and Marketing Operations at Aimmune Therapeutics Read More: Muetzel