The concept of "brand" is one of the most emphasized topics in marketing today. Building and managing a successful brand in the international arena is potentially the most challenging and rewarding endeavor an organization can undertake. A strong brand communicates directly with consumers and often takes on a life and momentum of its own, allowing companies to successfully introduce new products and enter new markets. Strong brands are evident in successful companies such as Volkswagen, HP, Canon, Southwest Airlines and Caterpillar. Students will explore brand-product strategies and learn the key steps of the analytical process to help grow a brand globally. Students will learn to define measurable brand objectives and develop strategies to promote brand usage, while focusing on three key "hot button" areas of management decision making in today's international marketplace. Key topics covered include: Global Product Development, Global Services Marketing, and Global Branding.

Accreditation

Thunderbird, The Garvin School of International Management, is accredited by the Association to Advance Collegiate Schools of Business, the European Quality Improvement System, and by the North Central Association of Colleges and Schools.