• This module provides a comprehensive review of the fundamental concepts and theories in branding and introduces key concepts, issues and terminology related to creating, nurturing, managing, leveraging, and defending strong brands. You will learn about  the many components that make up a brand, the value that brands provide for consumers and firms, how firms create brand equity, and the key decisions that brand managers must make and the challenges they face. The assigned reading on Brands and Brand Equity  combines theory and practice by summarizing and integrating the latest theories and models in branding research and illustrating them with examples from diverse industries, including success and failure of well-known brands.
• To-Do List

Within this module, you will:

1. Conduct an in depth reading of the assigned Marketing Reading "Brands and Brand Equity"(Required)
2. Complete the quiz  (Required)