Jonathan M. Tisch Center of Hospitality
This course examines the principles and practices of brand management with special focus on the hospitality, tourism, and sports industries. The course is organized around brand management decisions that must be made to build, measure, and manage brand equity. Particular emphasis is placed on understanding psychological principles at the customer level that will improve managerial decision-making with respect to brands. The course will provide the appropriate theories, models, and other management tools to make better branding decisions. Topics to be covered include brand equity and brand positioning, elements of brand marketing programs, brand performance measures, brand management strategies, and global branding.