When built and maintained well, brands are forever and therefore they are vital assets to any kind of organization – commercial organizations to be sure, but for non-profit and political organizations no less. Some 100 years ago, John Stuart, the founder of the Quaker Oats Company, aptly illustrated this by reportedly stating that, “if this business were split up, I would give you the land and bricks and mortar and I would keep the brands and the trademarks, and I would fare better than you.” Considered a crash-course in brand management, this elective provides communication science students of any background with a broad yet in-depth overview of some of the current key issues in branding. The course is rooted in academic theories from a variety of disciplines. Yet by applying theory to practice and vice versa, it doesn’t shun branding’s prominent practical side. Some of the topics that are covered are: brand architecture and -portfolio strategies, brand positioning, integrated marketing communication, the (un)desirability of consistency (i.e. congruity) in brand communication, unconscious decision making, brand loyalty, and brand love. Assignments consist of writing a weblog, critically reflecting on branding theory, and analyzing a practical branding problem using academic literature.