Brand Management & Strategy

Give Students an Early Brand Management Resume Point

Brand Management Key Learning Objectives

Take Students Beyond the Basics of Branding

Brand Management Roles
Students will gain an understanding of the roles, responsibilities, and skills in brand management.

Value Creation
Students will investigate how brands foster value creation through strategy, identity, relevance, and other important concepts.

Brand Positioning
Students will learn the strategies and importance behind brand positioning.

Brand Extension Types
Students will explain why brands use extensions and differentiate between extension types.

Brand Identity
 Students will have opportunities to identify how brand identity supports the overall brand and business.

Internal Branding and External Branding
Students will understand the differences between internal and external branding.

Customer Engagement and Satisfaction
 Students will recognize the importance of customer engagement and satisfaction behind a brand.

Measuring Brand Performance
 Students will examine how brand performance is measured and apply a brand performance framework to existing business scenarios. 

The Role of Communication
Students will examine the critical role that communication plays in brand management and brand positioning.

Foreign Market Entry
 Students will apply brand management knowledge to foreign market entry.  

Digital and General Brand Management
Students will understand the differences in brand management in a digital environment and general brand management.

Small Business Branding
and Big Company Branding

Students will recognize the differences between small business branding and big company branding and the unique challenges that come with each. 

Courseware Table of Contents

Brand Management & Strategy Courseware

Chapter 1: Introduction
Chapter 2: Purpose
Chapter 3: Strategy
Chapter 4: Directing the Brand
Chapter 5:Receiving the Brand
Chapter 6: Identity and Elements
Chapter 7: Experience
Chapter 8: Communications
Chapter 9: Digital 

Chapter 10: Value
Chapter 11: Innovation
Chapter 12: Brand Types
Chapter 13: Architecture 
Chapter 14: Internal Brand
Chapter 15: Measurement and Performance
Chapter 16: Global
Chapter 17: Small Business vs. Big Company

The Most Up-to-date Brand Management Courseware

Updated every year based on instructor and student feedback.

Includes many resources that help you teach a more engaging course.

Backed by the best customer support team.

About the Author

Terry Sullivan

Terry Sullivan

Terry Sullivan has 30 years of business experience as an entrepreneur and corporate employee. As a marketing consultant and small business coach, Terry has worked with hundreds of businesses of all sizes. With 12 years of experience as an assistant and adjunct professor at Webster University in St. Louis, Missouri, Terry has taught and developed courses in a variety of subjects, including advertising research, analytics for strategic communications, and digital marketing. He is also the author of “Six To Fix: Six Strategic Areas of Marketing to Grow a More Valuable Small Business.”

Updated every year based on instructor and student feedback.

Includes many resources that help you teach a more engaging course.

Backed by the best customer support team.

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Available Fall 2023