IMC 420: BRAND MANAGEMENT
WINTER QUARTER 2021

Teams of students created and developed a plan to address a real-world brand growth opportunity for a technology client using foundational branding concepts and theories learned in class.

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WINTER CONSULTING TEAM PROJECT

For this case study, students suggested alternative positioning statements and audiences for Chase Sapphire credit cards.

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CASE STUDY 3

For this case study, teams analyzed the current issues and challenges facing the American brand, Shinola.

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CASE STUDY 2

CREATE A PURPOSE DRIVEN BRAND

Teams were instructed to develop and share a completely new brand. Each new brand was to be innovative, purpose driven and accessible as a “Direct to Consumer” contemporary, relevant brand.

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CASE STUDY 1

For this case study, students analyzed the challenges facing Protean Electric.

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BRAND VALUE

To more deeply understand brand value and how it is measured, each team analyzed the brand equity value included in Interbrand’s 2020 list of Best Global Brands.

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Media Foundations
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Strategic Communications