MKT 535 - Brand Strategy

MKT 531 and graduate standing. (3)

Integrative, dynamic view of competitive brand strategy applicable to manufacturers, service organizations and resellers. Why brands are important, what they represent to consumers, and what organizations should do to manage their brands over time; how to create brand equity and how to use it to expand global business opportunities. Strategies for pioneering brands, for late entry, for growth, for mature and declining markets, and for defensive marketing. Graded ABCDE