This course offers students an opportuntity to understand and explore the professional processes and techniques of building, transforming, and managing brands. It starts with the fundamentals of the development of contemporary brand experiences and, though projects and examples, helps students understand how to approach branding in a customer-centric way from both an internal and external organizational perspective. Topics and techniques include measuring brand impact and equity, developing brand strategy from a holistic perspective, championing change within organizations, and working with a variety of stakeholders to synchronize brand elements and expressions through a range of media and customer touchpoints.

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