Exploring the reasons why brands are so valuable and the factors that contribute to that value is a key part of developing a comprehensive marketing strategy.
This course is the fourth online course in eCornell's Marketing Strategy for Business Leaders certificate program, and is based on the Samuel Curtis Johnson Graduate School of Management at Cornell University MBA marketing content.
Participants will examine the concept of branding through a strategic lens to understand why brands are so valuable, and explore the many factors that contribute to that value. You'll learn that creating a memorable brand takes much more than just developing a strong image. Through the concept of brand equity, you will explore the various aspects of a brand's success that are created internally, and influenced externally by consumers.
You will evaluate the value brands provide to both the firm and the consumer, and identify the qualities that create an effective brand image. Real-world examples will illustrate how marketing communication tools and techniques that can be used to build brand equity.