Strategic Brand Management_ Building, Measuring, and Managing Brand Equity

Reference textbook:Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition
Author(s): Kevin Keller

Course Description:
This course provides a look at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. This course also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today’s consumers.