The American Marketing Association refers to branding as a
means to identify and differentiate a product. Although brand management is
often listed as a specialization in product management, we will explore
the possibility that it is a philosophy that will change the way you
think and make decisions. This course will address the following
topics: (1) What determines whether branding is a viable strategy? (2)
Where does branding fit in the overall marketing and corporate strategy? (3)
What are the pros and cons of private/generic brands versus name brands? (4)
Can branding be applied to other areas? (5) How do we measure the
brand's progress? and (6) What are the expectations for a brand manager? (4/11-RA)
