What you'll learn

  • Define what a brand is and how it can be used as a competitive advantage

  • Craft a compelling positioning statement and resonant brand story

  • Understand the roles brands play in consumers’ lives and the importance of building enduring brand communities

  • Learn how to manage brands over time to maximize their value

  • Explore how brands create shareholder value and why it’s vital to invest in your brand

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Course description

Creating Brand Value will equip you with immediately applicable frameworks and tools to craft and communicate brands that deliver maximum value to your consumers and company. You’ll learn how strong, differentiated brands deliver a competitive advantage—and how to build and manage yours to stay ahead.

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Instructors

Jill Avery

Jill Avery

Senior Lecturer of Business Administration and C. Roland Christensen Distinguished Management Educator
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