Brand Management: Developing, Measuring, and Utilizing the Power of the Brand

The brand is one of the most powerful tools managers can employ.


February 21, 2018
8:00 a.m. – 12:00 p.m.


Includes tuition, course materials, parking and breakfast.


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About the Program

The brand is one of the most powerful tools managers can employ. While the term is often used, it is one of the least understood tactical and strategic tools. In this module we will build on cognitive models of mental representations to understand what a brand really is, how it is created, appropriate considerations of brand elements, and best practices of managing a brand and a portfolio of brands.

We will discuss frameworks to assess and understand the brand, as well as methods to measure and quantify its effectiveness. We will then explore uses and considerations of brand strategy.

Who Should Attend

This course is designed for managers dealing with marketing or any other brand facing function.


Dr. On Amir is a faculty member at the Rady School of Management. His research focuses on using psychological and economic principles to identify successful strategies in different market settings. He investigates different customer decision-making mechanisms and their influences on pricing and promotion strategies, on decision making under risk and uncertainty, and on preference dynamics. He also writes about how insights from research on decision making and behavioral economics may be used to improve business practices and policy making.

Amir has received several research awards from the Marketing Science Institute and from the Robert Woods Johnson Foundation. Prior to coming to UC San Diego, he was an assistant professor of marketing at Yale University. Amir received his Ph.D. in management science and marketing from MIT’s Sloan School of Management in 2003.