COM MGMT *731 / Reputation and Brand Management for Public Relations Professionals

3 unit(s)

The word “brand” is everywhere. Each year 3,000 new brands enter a marketplace already cluttered with sagging older brands and filled with fickle consumers. Strong brands make companies profitable, yet remaining a top brand is tough. It’s not just about selling a product but about creating a lifestyle or personality that truly engages people’s emotions. In so doing, products and services become brands that forge strong connections and relationships with customers. Effective brand building involves the communications efforts of the entire organization. With this in mind, this course focuses on branding principles culled from a variety of new theories on the subject and case studies and interactive exercises to point out successful communications techniques in brand building.