Course Description

This certificate course will provide a set of tools for creating and managing “Benchmark Brands” as a company’s primary business asset. Learn how to create every part of a successful brand, how to apply brand power in the business world, what works, what doesn't, and why. The course material is useful for single brand owners, retailers, and for a corporation’s brand portfolio. The benchmark concept is a powerful analytic as it is category agnostic and draws from every business vertical, from mass to luxury, including automotive, retail hospitality, technology, finance, and funnels the insights into the fashion space. Based on an understanding of how consumers process symbolic information, proceed to choices in the form of purchases, loyalty and advocating of your brand, and its products, this course draws upon iconic brands and extracts their enduring principles as benchmarks or standards of success and re-purposes these as principles in light of neuropsychology, behavioral economics, and the digital age.


This course may be offered in-person, remotely, or online; please click each available section to view more details.

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