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The objective of this course is to present a dynamic view of competitive brand strategy. The course focuses on understanding, developing and evaluating brand strategies over the life of a product-market. Topics include strategies for pioneering brands, later entrants, strategies for growth, mature and declining markets. Recent topics such as hyper-competition and co-competition will be discussed. In addition, analytical techniques useful for evaluating and implementing strategy including conjoint analysis, analysis of competitive reaction functions, diffusion models, etc., are described. Material is presented using a mix of cases and lectures. A computer simulation game, MARKSTRAT, is also used as a pedagogical tool.
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