COMM 386 - Branding, Culture, and Politics

Credits: 4
A consumer-centric approach in understanding how strategic branding uses relationship building to consolidate brand engagement, loyalty and equity. Readings and projects center on innovative techniques, and multicultural models of branding. Students learn to be critical, adaptive, and effective thinkers and communicators by examining how brands address global issues, align with local/global values, deliver social good through cause marketing, respond to various types of crises, and combine traditional and new media channels in constructing new identities. Students learn about brand accountability, measuring branding outcomes, and developing strategies informed by media and consumer insights. 

 

Prerequisite: COMM 120 , COMM 145 , FSCOM 201 , or permission of instructor.

Distribution Requirements: CL.