BUS 171 — Building a Successful Brand: Connecting the What, How, and Why
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
Instructor(s): Edward Leaman
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.