EMBRACING THE BRAND: STRATEGY AND EXECUTION

Catalog description

This course will explore the power of customer-centric branding and the critical role strategic brand storytelling plays in the execution of a marketing communication plan in today's global and digital age. The course will examine brand in the stages of the customer buying journey, help students understand how brand identity and equity is created in the mind of diverse audiences, and explain how research, analysis, design thinking and governance help create and maintain meaningful brands over time.