Branding and Innovation

When we associate different attributes and benefits to similar products and services, it is often the result of branding. The objective of this course is to better understand our relationships with brands. In this context, students will assess strategic branding decisions including industry, ethical and social issues, globalization and innovation. Tools, frameworks and models of branding will be explored in the context of an industry project to assess brand positioning, build brand equity and manage brands over time. As a Work-Integrated Learning experience, students use branding frameworks to develop an industry client based project.