2019-2020 Undergraduate Academic Catalogue 
    Aug 19, 2022  
2019-2020 Undergraduate Academic Catalogue [ARCHIVED CATALOG]

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MK 450 - Branding and Packaging

(3.00 cr.)

Provides an in-depth understanding of how branding and packaging are used to gain the target audience's attention in the competitive retail environment. Students learn to utilize product packaging as a critical strategic element for brand identity and differentiation. Key topics include brand recognition, branding a service, consumer research, brand extensions, emotional branding, global brands, legal issues, and store brands versus national brands. Case analysis is used to reinforce topics and develop analytical skills by examining the branding strategy of current industry leaders. Possible case studies include Mr. Peanut as a brand icon; Ritz-Carlton's segmentation strategy; Tide's environmentally friendly packaging; Branding the Rio de Janeiro 2016 Summer Olympics; Oreo Cookie Turns 100; Brand Management at Panera Bread; Branding Las Vegas Internationally; and Risks and Rewards of a Celebrity Endorser.

Prerequisite: MK 240  or BH 240 , and 60 credits.

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