-This course at Lakehead University (Brand Management 4114) is an upper-level undergraduate course for business students.

-Students will develop a branding strategy report that provides recommendations for:

1) Identifying and developing a brand plan:

• Positioning the brand to maximize competitive advantage
• Fostering brand resonance to create customer loyalty and customer relationships
• Fleshing out a brand value chain detailing how brand equity can be built.

2) Designing and implementing a brand marketing program:

• Recommending improvements and optimization of brand elements
• Integrating the brand into marketing activities
• Leveraging secondary brand associations

3) Measuring and interpreting brand performance:

• Building an actionable plan for measuring brand performance and understanding the results

4) Growing and sustaining brand equity:

• Defining brand architecture and brand portfolio
• Developing a set of strategies for growing brand equity over time

-Deliverables to the employer will take the form of a formal, professional report with recommended courses of action and sample mock-ups that the students will create.