Lakehead University

Thunder Bay, Ontario, Canada

-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