Special Topics (490-0-22)

Topic

Brand Narrative and Consumer Psychology

Meeting Info

Fisk Hall 311: Thurs 5:00PM - 7:50PM

Overview of class

Why do people love some brands and loathe others? How is trust built, and what happens when it falls apart?

Brand Narrative and Consumer Psychology takes up those questions through both a marketing and a psychological lens. You will work through the research on how narrative operates on the mind — why some brand stories get past counterargument, how people assemble identity out of the brands they choose, and what turns a one-time purchase into an attachment that lasts decades. You will also look at how those same principles get abused, and what it takes to use them responsibly: in a way that serves the people you're marketing to and the brands you work for.
You'll examine real brands across a range of categories, and you'll develop a complete brand narrative of your own over the quarter — a case study you can walk an interviewer through and defend.

Class Attributes

Attendance at 1st class mandatory

Enrollment Requirements

Enrollment Requirements: PreReq: IMC 420: Brand Management Foundations