Brand Management --- This BBA elective covers the essentials of brand management via a framework that leads to "brand equity". Lectures and cases will cover processes of determining and revitalizing brand identity, reinforcing brand identity within and outside the organization with the marketing mix, and determining how the customer journey and brand image are impacted by branding efforts. The course also introduces students to management of an entire portfolio. This class will use lecture/discussions, cases, and guest speakers. By the end of the course, students will understand the important issues in planning and evaluating brand strategies and the appropriate concepts and techniques to improve their long-term profitability.