MARK 121 Branding/Corporate Identity

Students will study the importance and impact of branding techniques and the creation of a corporate identity in marketing products and services

Credits

3

Distribution

CareerTraining

Offered

3

Outcomes

1. Explain how branding creates an identity for a product or service
2. Differentiate a product identity from a brand identity
3. Describe how brand pricing, distribution and communications affect brand equity
4. Analyze a well-known brand in terms of customers, competitors, identity and position in the marketplace
5. Recognize the influence consumer psychology has on brand identification, loyalty, and preference
6. Apply the basic rules involved in designing and building a brand
7. Establish a clear market vision, implement a successful marketing strategy, identify and communicate with a specific target audience and position a product
8. Identify strategies to "protect" brands