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Branding is the study of one of the most important assets a company has: Its Brand. Through its Brand, a company communicates to the public and to the employees, not only the features of the product or service that is selling, but its principles and structure: Values, Customer Service, Caring for the society, Caring for the environment, Perception, Quality, Distribution, Reliability, Innovation, Techniques, etc. Brands have value and must be managed well or else they will suffer. Brands have meaning. This course is devoted to the management of brand equity, i.e., the value of the brand to the organization. We will learn various aspects of: building, measuring, and managing brands. A brand is not a name, a logo, a product or a tag line. It is a relationship - one that exists between an entity and its constituency, i.e., a company and its customers. In the private sector, companies spend billions each year establishing, growing and protecting their brands, because they know that stronger brands consistently out-perform weaker ones.

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