In the current fragmented entertainment landscape, each film, television show, game, or music product must build its own brand character to differentiate itself from the pack. Executives and producers must use the essential concepts of branding to make sure the elements of the production/content contribute to the brand and don’t work against it. As the business models for funding projects evolve, it’s clear that direct sponsorships of productions by corporations will increase. Executives and producers need to understand where branding concepts help in forming partnerships that can extend the brand, reaching wider audiences. These concepts will be addressed by faculty and industry subject matter experts in this interactive, four session program provided by the University of Southern California’s Marshall School of Business and Really Useful Information, Inc. (RUI).