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BUS 171 — Building a Successful Brand: Connecting the What, How, and Why

Quarter: Spring
Day(s): Thursdays
Course Format: On-campus
Duration: 8 weeks
Date(s): Apr 4—May 23
Time: 7:00—8:50 pm
Drop Deadline: Apr 17
Unit: 1
Tuition: $530
Instructor(s): Edward Leaman
7:00—8:50 pm
Apr 4—May 23
8 weeks
Drop By
Apr 17
1 Unit
Edward Leaman
Building a successful brand in today’s environment requires innovation and process rooted in both the promise and the delivery of the enterprise. In this course, students will learn how to take a product or service, and build a brand from that—turning the “What” (the product or idea) into the “Why” (the brand promise) and the “How” (the brand experience); connecting various audiences to the brand; and from that, creating the greatest value for the enterprise. Building connections among the What, Why, and How can create new and innovative brand “spaces” within segments of the market. Using existing and hypothetical examples of brands as we move through the brandbuilding journey, students will be introduced to proven structures and models of brand building, their relevance to different customer demographic and psychographic groups, and techniques for measuring brand health. Finally, students will work through their own brand challenges, whether for a startup or an established venture. The course will start in a lecture format; then, serving as a studio, it will give students the chance to learn through hands-on practice. By the end of the course, students will have a blueprint for building a modern brand.

Edward Leaman, CEO, Growers and Nomads

Edward Leaman leads a brand-building company that uses the concept of inside-out brand belief to develop brand promise into brand delivery and meaningful measurement. He founded the Fashion Design Program at California College of the Arts and has taught at Central Saint Martins College of Design and Art in London, as well as in the Green MBA program at Dominican University. He received an MA from Cambridge.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.