As products, pricing, promotion, and distribution increasingly become commodities, the new competitive arena is brand value, which creates long-term profitable brand relationships. Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments. This course is designed to provide the knowledge and skills necessary to build, measure, and manage a brand. This course serves as an elective for students pursuing the MBA Marketing Concentration. Prerequisite: Admission to the MBA Program or permission of MBA Director or Chair of the Graduate School of Business.