In this course, you will evaluate your brand and define actions you can take to enhance your brand's performance. You will start by exploring the elements that make some brands great, why some brands garner premium consideration, and, as appropriate, how to improve a brand. You will work to create a great brand purpose and learn how to monitor the market to support the longevity of your brand by analyzing the impact of trends on your brand. You will also assess and strengthen your brand's mission, vision, and values. By the end of this course, you will have a strong vision, mission, a list of values for your brand and strategies to propel your brand forward.
WHAT YOU'LL LEARN
Develop a plan to maximize your brand's volume, price, satisfaction, and repurchase premiums
Analyze market trends to identify the most significant challenges and opportunities for your brand
Assess your brand readiness to address market challenges and opportunities
Define the building blocks of brand purpose: vision, mission, and values
Chekitan S. Dev is professor of marketing at Cornell University’s School of Hotel Administration in the SC Johnson College of Business. Since 1986, Professor Dev has taught over 15,000 students and executives both on campus and throughout the world. He is internationally recognized for his teaching and course development and has received multiple awards for teaching excellence from undergraduate students, graduate students, and Ernst & Young.
A globally renowned thought leader with over 125 publications to his credit, Professor Dev is recognized as a leading expert on service branding. He has published his work in some of the highest quality refereed journals, including the Journal of Marketing, Journal of Marketing Research, Harvard Business Review and MIT Sloan Management Review. His work has been presented at the world’s best business schools including Harvard, Wharton, Chicago, Oxford, ESSEC, Indian Business School and National University of Singapore. Recent research awards he has won include a 2017 Best Service Paper Award (finalist), a 2016 Cornell Hotel School Dean’s Academic Excellence Award, a 2016 Industry Relevance Award, and a 2014 Best Paper (runner-up) Award from INFORMS.