This course emphasizes a brand’s ability to simplify customer decision-making, set expectations, and reduce risk. Students gain a deeper understanding of the importance of maintaining, strengthening, and evolving a brand’s value over time.
- Describe the main branding challenges and opportunities.
- Explain the criteria and tactics for choosing a brand strategy, and the legal issues surrounding this decision.
- Apply concepts related to planning, implementing and evaluating brand strategy.
- Assemble a basic brand hierarchy.