Brands are the most valuable intangible assets of any organization. In a challenging global market environment, building and managing strong brands is a complex core function of media organizations that is vital to their success. By examining real-world situations you will discover how proven concepts, best practices, and market data are the foundation for launching, leveraging, and restating media brands so they can continue to grow and thrive over time. Developing knowledge of branding and business development, students will see that the two concepts go hand in hand and rely on one another to succeed. Insights on the evaluation and attributes of the world’s most recognized media and entertainment brands will teach you about the integration of key factors that differentiate brands based on how they are designed for competitive advantage. As brand power grows, so does brand equity, market share, and revenues. From a high-level vantage point, you will find that when a brand system remains true to its DNA while adapting to new markets/cultures, it can move through product cycles and evolve over time. Time-tested theories and best practices will offer invaluable insights on protecting assets and continually providing quality, relevant brand experiences. Established organizations as The New York Times, TikTok, WeChat, Activision Blizzard, Netflix, Walt Disney, Condé Nast, and others rely on media branding strategies to remain top competitors in their market sectors. Innovative, emerging ventures such as Springhill Company, Spinnup, and Substack offer a fresh perspective on branding. Engaging with a spectrum of authentic branding strategies through active-learning exercises, you will learn how to identify and solve critical problems. Selecting a media brand of their choosing teams deconstruct the brand journey/ progression to map its evolution. For the final project, your team will be assigned a media brand with the mission of diagnosing the brand needs and developing a next-level brand strategy proposal to extend, expand, reimagine, revitalize, or reinvent the brand. This course is designed with a combination of individual and team assignments involving research, analysis, strategic thinking, and planning. Your professor provides supportive coaching at every phase. This course will help students to develop foundational knowledge about media branding and will benefit anyone who is looking to enter the media industry. Learn from faculty with real-industry expertise in leading branding programs for category-leading properties around the world. Gaining a high-level perspective on building media brands - from the complex challenges to the rewarding impact of successful implementation - fosters an appreciation of how vital responsible brand management is at all levels of a media organization. Potential career paths involving media branding will be discussed in class and by guest lecturers.