| Description
| To examine and understand the processes of building, designing, and maintaining brand equity. One of the most effective tools to hedge against market risk and distance similar products or services from competitors is an organization's underlying brand identity.
This course will provide EMBA and eBusiness candidates with the skills needed to successfully develop, manage and promote the core values of an organization's brand internally and in competitive markets. We will accomplish this through two specific components. First, we will provide a framework within which students will be able to study those factors that most often determine the overall success of particular brands in competitive markets. Second, we will then provide practical tools to develop and implement winning brands, including the ability to develop a clear market vision, implement a successful marketing strategy, identify and communicate with a specific target audience and position a product for optimal success. This c
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