In this course, you will examine how a brand shapes consumer perceptions of products. Brands also trigger the three key drivers of consumer behavior —attention, emotion, and coherence —influencing customer judgments and decisions. You will also be introduced to a strategy for developing a brand positioning statement and explore the different types of brands to better align your practices for success across the marketplace.

You are required to have completed the following courses or have equivalent experience before taking this course:

• Introduction to Behavioral Science
• Drivers of Consumer Behavior: Attention, Emotion, Coherence