Brand Management: Business, Brand & Behavior Alignment

This module covers traditional notions of branding, changing market conditions for brands, and a new approach to branding. It includes interviews with brand practitioners and covers topics like brand identity, brand image, and brand purpose.

This module covers brand experiences as the basis for differentiation, how to design brand experiences, and pricing as a differentiating brand experience. It includes interviews with brand practitioners and covers topics like digital brand experiences and signature pricing.

This module covers aligning strategies for business, brand and behavior, strategic brand portfolio alignment, and delivering global brand alignment. It includes interviews with practitioners from various companies and covers topics like connecting the dots, moving from silos to synchrony, and brand portfolio management.

This module covers designing human resource brand best-practices, a model for engaging employees with the brand, and the ABCs of behavioral change. It includes interviews with practitioners from various companies and covers topics like brand practices, the Six A's of Brand Engagement, and behavior change strategies.

This module covers how brands create value, why brand valuation is not the same as the value brands create, and how to design a strategic and cross-functional brand dashboard. It includes an interview with the CEO of Brand Finance and covers topics like brand health, customer-based brand equity, and employee-based brand equity.