Corporate Brand and Reputation

This course from Tuck Executive Education at Dartmouth provides an in-depth exploration into the essence of corporate branding and reputation, two pivotal facets of modern business strategy. Learners will differentiate between corporate and product brands, understand the complexities of brand architecture, and appreciate the symbiotic relationship between brand and people, especially within the context of social media engagement. The course will also dissect the significance of corporate reputation, providing learners with context and tools to value reputation, identify risks, and assess potential surprises that could impact the company's public perception. Learners will complete this course with practice in and resources for managing and safeguarding corporate brand and reputation, ensuring they can lead with confidence in the stewardship of these intangible yet invaluable assets. This course was designed to be the second in the Strategic Corporate Communication professional certificate. You will get the most out of the contents and assignments for this course if you complete it after Communicating Strategically and before Crisis Communication and Management, and Corporate Responsibility.

• Differentiate between corporate brand and product brand
• Understand brand architecture
• Explore the interconnection of brand and people
• Identify which attributes are driving your company’s reputation
• Use data-driven measurement to determine your communication strategy

• This course from Tuck Executive Education at Dartmouth was designed to be the second in the Strategic Corporate Communication professional certificate. You will get the most out of the contents and assignments for this course if you complete it after Communicating Strategically and before Crisis Communication and Management, and Corporate Responsibility.