Strong, effective brands give you a competitive advantage in the marketplace and help you weather the storms of market competition. Whether you have an existing brand or you’re starting a new one from scratch, this course provides the tools and frameworks you need to build brand equity. Learn how to define your core values, link them to your brand, and launch and communicate the brand effectively, both internally to employees and externally via social media, PR, advertising, packaging, and other channels. Instructor Drew Boyd, a marketing expert with over three decades of experience, also explains how to measure brand performance and sustain its value and relevance over time.

• Introduction
• 1. Understanding Branding
• 2. Defining the Brand
• 3. Positioning the Brand
• 4. Expressing the Brand Identity
• 5. Communicating the Brand: Internally
• 6. Communicating the Brand: Externally
• 7. Measuring Brand Performance and Value
• Conclusion