Professor Douglas Stayman is an associate professor at the Johnson Graduate School of Management. His teaching and research interests are in the areas of advertising and consumer decision making. He came to Johnson from the University of Texas at Austin. His research has focused on the study of emotional responses to advertising and the role of affect in decision making. His work has involved methodological and measurement issues in studying emotions. He is also interested in theoretical accounts of the effects of emotions on people’s preferences. His research has been supported by grants from the Ogilvy Center for Research and Development, the Marketing Science Institute, and the American Academy of Advertising. He is currently involved in research into the future of professional, most specifically management, education.
Creating and Communicating the Value of Your BrandCornell Course
Course Overview
An organization's brand is one of its most valuable assets. Your organization's brand represents the themes and ideas that your customers associate with the organization. The value of your brand, otherwise known as brand equity, impacts everything from consumer awareness to the salience of your brand in the market. Creating and communicating the value of your brand across channels can improve the value of your organization and the return on your marketing.
In this course, you will look at the value of a brand through brand equity from both the firm's and the customer's perspective. You will make the connection between customer loyalty and building brand equity. You will also discuss marketing communications: how they work, what forms exist, and how you use them to build brand equity.
You are required to have completed the following course or have equivalent experience before taking this course:
- Essentials of Marketing Strategy
Key Course Takeaways
- Explore the value that brands provide to both the firm and the consumer
- Examine your promotional programs and how well they build customer loyalty
- Explore how well your communication strategy communicates the value of your brand
- Examine the effectiveness of your promotional program
How It Works
Course Author
Who Should Enroll
- Marketing managers
- Project and product managers
- Anyone responsible for producing or executing a marketing plan
- Non-marketing professionals and business leaders looking to develop marketing strategy
100% Online
cornell's Top Minds
career