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Rady School of Management

Brand Management: Developing, Measuring, and Utilizing the Power of the Brand

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The brand is one of the most powerful tools managers can employ. While the term is often used, it is one of the least understood tactical and strategic tools. In this module we will build on cognitive models of mental representations to understand what a brand really is, how it is created, appropriate considerations of brand elements, and best practices of managing a brand and a portfolio of brands.

We will discuss frameworks to assess and understand the brand, as well as methods to measure and quantify its effectiveness. We will then explore uses and considerations of brand strategy.

Who should attend

This course is designed for managers dealing with marketing or any other brand facing function.


Research Areas Marketing strategy Consumer behavior Pricing Judgment and decision making Risk and uncertainty Behavioral economics Business analytics Industry Areas High-tech Biotech Defense Amir''s research focuses on using psychological and economic principles to identify successful str...