45-832 Brand Strategy
6 units, Carnegie Mellon University
With a global marketplace that is rapidly changing due to technology, economic and social trends and an increase in disruptive start-ups, consumers/customers have a myriad of choices. And, while this evolving marketplace can be an enormous opportunity, it also presents many challenges to brand managers, including differentiation, customer experience, credibility, transparency, reputation management, optimizing brand value and marketing communications aligned with and in support of a company's overall strategic plan. Branding is one of the most critical aspects of business strategy and provides a sustainable competitive advantage. Simply put, branding is the process of quantifying the value of a product/service. It is a clear set of characteristics, benefits and attributes that define a particular brand -- differentiating it from its competitors. Branding significantly enhances the brand's market performance and profitability by improving name recognition, building credibility and trust and increasing marketing effectiveness. All of these factors make brand strategy even more critical. Brand strategy is essential because it provides clarity about market position, a brands' value proposition, the competitive landscape and customer expectations. Brand strategy defines rules and guidelines on how, what, where, when and to whom you communicate your brand messages. A well- defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity
Prerequisites: 45-730 (min C)
Offered: Fall 2026, Summer 2026, Fall 2025
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