Key to the success of any business is how well its brands are managed. Brand perception drives decisions and actions, making brand management one of the most important aspects of business strategy.
Cornell’s online Brand Management certificate program is ideal for business and marketing professionals, and provides the essential framework to build, manage and enhance a brand.
“This program takes a comprehensive look at brand management, enabling participants to develop a strategic approach to running their brand,” said Chekitan S. Dev, program co-author and professor of marketing in the Cornell SC Johnson College of Business. “Understanding and analyzing the purpose of your brand … and how it will achieve success is crucial to the long-term success of any business.”
“Every touch point with a consumer conveys brand meaning and should build the brand,” said Patti Mandel ’83, M.B.A. ’85, program co-author and visiting lecturer at the Charles H. Dyson School of Applied Economics and Management. “This program covers how to develop a deep understanding of the brand and the world in which it exists.”
Available online through eCornell, this program will cover critical aspects of brand management. The certificate program consists of six two-week courses:
- Brand Purpose
- Brand Strategy
- Brand Positioning
- Brand Planning
- Brand Activation
- Brand Measurement
