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Course Description

You've likely wondered whether your brand connects effectively with your customers. You may also be aware of the power that a brand has to shape what people think about a product or a company.

In this course, you will explore strategies for how to use the three key drivers of human behavior — attention, coherence, and emotion — to shape your brand strategy. You'll then examine how several organizations used these key drivers to shape their brand messaging. You'll also discover how people evaluate brands the same way they evaluate people. Finally, you'll access a toolkit to help you develop a brand strategy.

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

Faculty Author

Manoj Thomas

Benefits to the Learner

  • Explore how customer perception impacts branding
  • Apply the ACE (attention, emotion, and coherence) framework to your brand
  • Examine where your brand falls on the warmth-competence matrix
  • Develop an informed brand strategy

Target Audience

  • Marketers
  • Brand managers
  • Product managers
  • Engineers and software developers
  • Tech leaders
  • Project managers
  • UX and web design professionals
  • Entrepreneurs

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
self-paced (non-instructor led)
Dates
Oct 02, 2022 to Dec 31, 2030
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Jan 08, 2025 to Jan 21, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Apr 02, 2025 to Apr 15, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Jun 25, 2025 to Jul 08, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Sep 17, 2025 to Sep 30, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Dec 10, 2025 to Dec 23, 2025
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
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