461 - Sustainable Branding
Core/Elective: Core
Credits: 1.0
Quarter Taught: Spring
Synopsis:
This course covers many of the fundamental topics in branding, particularly sustainable branding. Beginning with an exploration of brand strategy and motivations, the course progresses to an understanding of key themes such as brand design and brand architecture. It also discusses assorted topics such as brand auditing, transparency in sustainable practices and the key role of social media in branding today. All topics covered apply a unique sustainability-centered focus, with careful differentiation between B2C and B2B brands in the market. This course employs case studies as the primary mode of assessment to demonstrate the application of course learnings in the real world.
Course Objectives:
- Understanding Brand Image: This course aims to provide students with a greater understanding of the brand image as a key deliverable of the marketing process.
- Understanding Brand Strategy: Students will understand the process of creating a consistent, applicable brand messaging strategy as well as the particularities of sustainable brands.
- Understanding Brand Architecture: Students will understand brand portfolios under a single firm, and will understand how their treatment differs from a single brand.
- ESG: Students will understand the origins of the ESG movement, who are the key players in the ESG and investor landscape and what are the trends to watch that will provide leading indicators in corporate behavior of the next few years. Outside speakers will provide commentary on environmental issues, social trends in the field of human capital and then the governance “teeth” in place to drive change.
- Understanding Generational Power: Students will understand how generational divides and power shifts are composed, what these trends mean for companies and brands and how to translate these insights into brand action and activity.