Provides a foundation for building, managing, and defending brands at various stages in the brand life cycle. Introduces the fundamentals of brand architecture and management relevant for B2C and B2B Marketing. Examples from a variety of industries cover topics that include brand co-creation, diffusion, imitation, and authenticity. Explores theory and practice using cases and academic research. Also looks at the development of leadership branding.
This class has 15.810 as a prerequisite.
15.846 will be offered this semester (Spring 2019). It is instructed by R. Gosline.
Lecture occurs 1:00 PM to 2:30 PM on Tuesdays and Thursdays in E51-335.
This class counts for a total of 6 credits.
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