Brand Development: Theory and Practice

In the 21st Century, branding has evolved from selling a product to selling values and beliefs. In this course, students will examine the strategic process of creating and distinguishing their personal brand’s image, products, and services from their competitors. Focus on aligning a brand with your business objectives, and communicating a brand to a target market. Create a brand story, positioning, promise and personality, brand loyalty, equity and ethics, rebranding, and brand ambassadors. Students will create, present, and implement an advertainment pitch for a personal brand and a client brand, and measure results.