A strong brand is the most important tool for any company in both product or service sectors in
order to be profitable and last for a long period of time. But building a strong brand is not an easy
task as the competition to attract consumers’ attention and preference is absolutely ferocious.
This course illustrates the main steps of building a powerful brand. It starts from identifying the
customers and their needs, trying to meet those needs and ensuring satisfaction, which may
affect their post-purchase behavior and loyalty. Accordingly, in order to attain business success, it
is important that managers understand consumer behavior and what, when, why, where and how
consumers choose products and services.