The course examines the broad topic of brand equity and brand management. For many companies their most valuable asset is the brand name associated with their products or services. Yet too often marketing decisions affecting product policy, pricing, advertising or distribution are taken without taking into account their impact on brand equity or, alternatively, optimally leveraging it. Thus the focus of this course will be to explore and understand the importance of brands, what they mean to consumers, and, most importantly how they should be managed to the greatest benefit of the organization, whether that be a consumer business, B2B, or not-for-profit.