This is a course about the art and science of branding, and the ways that companies can create, capture, and sustain shareholder value through brands. Through a mixture of theory and real-world cases, the course examines brands from the perspectives of the cultures and consumers who help create them, and the companies who steward and manage them over time. Basic branding disciplines including positioning and repositioning, brand equity measurement, brand leverage, integrated brand communications, internal branding, and brand architecture are considered, as are emergent “hot topics” in branding, such as brand community, branded entertainment, and brand design.