Brand planners/strategists face many challenges, including how to: 1. Create a comprehensive brand architecture that will provide strategic direction; 2. Generate...  More >>

Brand planners/strategists face many challenges, including how to: 1. Create a comprehensive brand architecture that will provide strategic direction; 2. Generate motivating brand identities and value propositions for the key brands; 3. Develop brand-building programs; and 4. Leverage new technologies. The goal of this course is to provide concepts, models, methods, and role models that will help address these challenges.

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