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Building Brands

TMP 413

What is a brand?  While “experts” talk about branding everything from companies to our online selves these days, it is remarkably difficult to shape and maintain a strong brand in our increasingly global, interconnected world. This course aims to help managers understand, develop, assess and evolve successful brands in the 21st century. Our five intensive Monday sessions will each focus on an aspect of branding, beginning with identifying the components of brands and brand building, all the way to analyzing a current brand that needs help and creating a plan to invigorate and evolve it.