Bridge the gap between brand strategy and customer reality. This course reveals how branding efforts succeed or fail across every customer touchpoint, from purchase to service to daily use.

Students will master a practical framework adapted from Customer Journey Mapping to align brand guidelines across departments, anticipate breakdowns, and measure impact where it matters most. They will learn to apply behavioral economics to prioritize customer experience improvements, use the Value Proposition Canvas to build internal alignment, and understand how employee experience shapes customer perception. Whether you're approaching from a branding or customer experience perspective, you'll gain an operational language for translating brand strategy into consistent, measurable customer experiences.