Strategic Brand Management. One of the most valuable assets that firms have is the brand names associated with their products or services. This course addresses important branding decisions faced by an organization in terms of how to build, measure, and manage brand equity. Its basic objectives are to (1) provide an understanding of the important issues in planning and evaluating brand strategies, and (2) provide the appropriate concepts and techniques to improve the long-term profitability of brand strategies. The course consists of lectures, case discussions, guest speakers, and a brand audit project.