Branding and Positioning
Prerequisites: COMM 210 or COMM 211.
Examines the theory and practice of branding, target segmentation, and how the digital space and the rapid rise of consumer-generated content have impacted brand management. The course explores each stage of the communication planning process and introduces students to the way audience research, and the competitive sets are used to develop brand positions and benefits.
Outcomes: Understand theories and practices of branding that impact brand management; Gain knowledge on how to evaluate, create, and improve brand positioning; Learn how to determine if a brand's advertising is consistent with its target audience and its brand positioning; Develop differentiating brand strategies for products and services by applying key branding and positioning principles.
Examines the theory and practice of branding, target segmentation, and how the digital space and the rapid rise of consumer-generated content have impacted brand management. The course explores each stage of the communication planning process and introduces students to the way audience research, and the competitive sets are used to develop brand positions and benefits.
Outcomes: Understand theories and practices of branding that impact brand management; Gain knowledge on how to evaluate, create, and improve brand positioning; Learn how to determine if a brand's advertising is consistent with its target audience and its brand positioning; Develop differentiating brand strategies for products and services by applying key branding and positioning principles.