Author Drew Boyd, a marketing expert with over three decades of experience, then explains how to measure brand performance in categories such as authenticity, relevance, differentiation, consistency, presence, and understanding. The course concludes with solid steps for periodically reviewing the brand and its effectiveness, especially when there are significant changes that could impact the brand.

Topics include:
Identifying your core values and drivers
Linking your business model to the brand
Identifying customers
Developing your brand promise
Expressing brand identity
Creating a brand book
Expressing brand in social channels, through advertising, and in packaging
Measuring brand performance