BU862
Research in Brand & Product
0.5 Credit

Students discuss and investigate issues surrounding the brand concept. These include historical and cultural issues in branding, brand personality, corporate branding, brand architecture, internal branding and organizational alignment. The course draws upon a strong research foundation in the area of branding to identify key trends, challenges and opportunities relevant to the marketing discipline. The seminar covers the major research fields and topics in this area as they relate to contemporary marketing theory and practice.