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

Quarter: Fall
Day(s): Thursdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Sep 24—Nov 12
Time: 7:00—8:50 pm (PT)
Drop Deadline: Sep 26
Unit: 1
Tuition: $545
Instructor(s): Edward Leaman
Status: Cancelled
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
Fall
Live Online(About Formats)
Thursdays
7:00—8:50 pm (PT)
Date(s)
Sep 24—Nov 12
8 weeks
Drop By
Sep 26
1 Unit
Fees
$545
Instructor(s):
Edward Leaman
Cancelled
Please Note: Some of our refund deadlines have changed. See this course's drop deadline above and click here for the full policy.
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—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 brand-building 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 GreenMBA program at Dominican University. He received an MA from Cambridge.
DOWNLOAD THE PRELIMINARY SYLLABUS » (subject to change)