The purpose of the Brand Management course is to give you a fundamental understanding of how to build, measure, and manage a brand.  Course activities include readings from Keller’s ‘Strategic Brand Management’ textbook, discussions of these readings, and cases from Keller’s ‘Best Practice Cases in Branding’ that will allow you to apply the theories and strategies learned.  You’ll also have the opportunity to work on a brand project. As products, pricing and distribution increasingly become commodities, the new competitive arena is brand value, which creates long-term profitable brand relationships.  Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments. Just as building brands is highly interactive to be successful.  You can learn as much from class and group discussions as from my lectures, therefore it’s expected that you take the initiative to share your experiences and allow to ask questions.