Great brands stand for many different things in the minds of customers. But they all succeed in generating consumer interest, loyalty, even passion… and enormous value for the companies that manage them.
Our focus is on strategic and creative management of brands. We will examine how innovative managers create brands that connect with customers by studying customer lifestyles, tapping into cultural meanings, managing customer experiences, and executing brand strategies across touchpoints—from naming and visual identity to advertising, new media, retail, packaging, product innovation, and service. We will also touch upon brand valuation and analytics, but these topics are covered in more depth in other classes.
Class sessions will combine case studies, practical management tools, industry speaker perspectives, and group exercises.
Students will be evaluated for their ability to master new concepts, think strategically, and generate truly creative solutions to everyday branding challenges.
Robert D. Calkins Professor of International Business
Professor Schmitt researches, teaches, and advises corporations on branding, innovation, creative strategy, and customer experience management. Schmitt's books include (among others) Happy Customers Everywhere, Big Think Strategy, Customer Experience Management, Experiential Marketing, which have been translated into more than 20 languages. He teaches the course Managing Brands, Identity and Experiences, and won an award for innovation in...