COMM7810 Branding (3 units)
We begin the semester by understanding what a brand is and what it is not, and by recognizing the source of brands, which in today's world is innovation. We will explore the innovation equation of breakthrough goals + knowledge + imagination + total commitment=breakthrough ideas. Each step of the equation will be punctuated by current case examples, many from the professor's own experiences creating, positioning and launching over 220 brands over the last 27 years. We will follow innovation with brand ideation, using the five-step approach for framing the brand concept (problem, solution, benefit, how it works and don't worry). We will then focus the brand concept with a comprehensive understanding of the Three T's criteria for brand positioning success (Tangible Benefit, Truth, That's Me), born from the professor's interaction with over 18,000 consumers across the world. Finally, we will learn how to execute the brand into the marketplace following the Integrated Marketing Communication model and the media mix of Paid Owned Earned Micro (POEM). Again, actual and current cases will embellish the learning and stimulate discussion.
This course is built upon the experience and the knowledge gained from creating world class brands and through an in-depth mastery of brand positioning. Knowledge gained in this course can be put to use immediately and has the potential to greatly improve the student's success globally, particularly in China, as the country moves from a manufacturing-centric economy to a consumer-centric economy.
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