What you'll learn

  • Understand how brands create value for consumers and businesses

  • Improve or establish brand positioning that resonates with today's consumers

  • Identify forces influencing brand relevance

  • Assess opportunities and challenges associated with brand extensions that span geographies, product categories, and demographics

  • Measure and maintain consumer-based brand equity

  • Leverage a brand as a significant corporate asset

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Course description

A strong consumer brand is vital to sustaining a competitive advantage. But with an increasingly diverse, skeptical, and empowered consumer base, achieving a brand's full potential has never been more difficult.

Creating Brand Value helps you build the cultural and relationship prowess that business-to-consumer (B2C) brand managers need. Expand your understanding of today's branding challenges and discover best practices for designing, curating, and managing successful brands.

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