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Brands are one of the most valuable assets for many companies. Consequently, companies invest large amounts of money to build and maintain their brands. In this course we will discuss essential challenges managers face in building and managing strong brands. We will discuss what brands are and why they matter for consumers and companies. We will discuss the concepts of customer-based brand equity and brand value and how to build brand equity. Furthermore, we will elaborate on alternative branding strategies and how to manage brand portfolios. Finally, we will discuss challenges in the retail branding domain. The pedagogy of the course will entail both conceptual and applied elements, including guest lectures, discussions in class, and presentations by students.