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Brand Management: 6600 440 and 6600 625: Home

About this Guide

This guide supports students enrolled in Brand Management. Here you will find research advice and links to specialized information resources needed for completing assignments, including papers and projects. Most of these specialized resources are subscription databases provided by the University Libraries and OhioLINK, and require a UAnet ID and password to access them. They contain an enormous amount of proprietary information that cannot be retrieved using a search engine. Use these resources to succeed in this course! You can also consult with the Business Subject Librarian, either via e-mail or through in-person consultation for additional assistance with these resources or your papers and projects.Good luck and enjoy!

For a summary of current services and basic resouces provided by the University Libraries click the link below: 

Welcome to the Brand Management 6600:440 Course Guide

Greetings and welcome to your library research course guide. This guide contains the research tools you will need to successfully complete this course. Explore it fully to make certain you have utilized all of the sources necessary to excel in this class!

Learning Objectives for this course are:

  • Understand the concept of brand equity and its major elements including brand identity, brand integrity and brand resonance
  • Describe the advantages that well designed brands have over competitive products…..from the point of view of the customer
  • Assess the brand equity of your brand relative to competitors
  • Integrate the elements of customer based brand equity into branding strategies that optimally position your brand relative to competitors
  • Evolve the brand through the judicious use of line and brand extension, and co-branding strategies

To remain focused and on track consult your Course Syllabus often:

Subject Librarian

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Jeffrey Franks

Bierce Library, 179A