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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.

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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