This is a course about branding, and the ways that brands acquire and sustain value in the marketplace. The course is embedded in sociological, anthropological, and psychological theories of consumer behavior and culture, and relies on these disciplines for insight into effective strategic management of the brand. The cases, readings, in-class discussions, and assignments are designed to provide you with: an understanding of brands as co-creations of consumers, marketers, and cultures, and brand management as a collaborative process of meaning management; a sound foundation in consumer-brand behavior; and a capacity to think creatively and with increased precision about the strategies and tactics involved in building, leveraging, defending, and sustaining strong brands. Select topics we will cover include brand (re)positioning, brand design, brand community, product placements and grassroots marketing, internal branding, brand relationships, brand architecture, brand leverage and extensions, brand metrics, and brand stewardship. A group brand planning project weaves content throughout the course; individual write-ups allow you to explore select branding topics in more detail. Several guest speakers from the branding services, consulting, and practice sides will provide their insights throughout the course.