Welcome to the world of strategic brand management, where you'll explore the art and science of creating, maintaining, and enhancing powerful brands. This course offers a comprehensive guide to mastering the principles of brand management, transforming it into more than just a valuable skill. Gain essential knowledge and tools to build strong brands, differentiate in competitive markets, and drive business success.
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Expérience recommandée
Ce que vous apprendrez
Understand and appreciation of the role of brands in in creating business and shareholder value.
Develop understanding of frameworks and concepts that can help in brand planning and execution.
Enhance the ability to plan and execute impactful brand strategies.
Think critically about the strategies and tactics involved in building, managing, leveraging, and sustaining strong brands.
Compétences que vous acquerrez
- Catégorie : Tools to Define Positioning
- Catégorie : Brand Valuation
- Catégorie : Brand and Branding
- Catégorie : Brand Portfolio and Brand Roles
- Catégorie : Integrated Brand Experience
- Catégorie : Brand Extensions
- Catégorie : Brand Architecture & Relationships
- Catégorie : Sustaining Brand Value
- Catégorie : Brand Design Elements
- Catégorie : Brand and Branding
- Catégorie : Brand Communication and Storytelling
- Catégorie : Managing and Executing Brand Positioning
- Catégorie : Sensory Branding
- Catégorie : Brand Identity
- Catégorie : Brand Metrics
- Catégorie : Refreshing Brand Equity
- Catégorie : Positioning
- Catégorie : Brand Equity Measures
- Catégorie : Role of Branding Across Business and Sectors
- Catégorie : Strategic Focus
Détails à connaître
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août 2024
25 devoirs
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Il y a 6 modules dans ce cours
The module gives an introduction to the world of brands and why branding is important to create value for stakeholders and business. The module will also highlight the role of brands in driving business valuation and hence their importance in company strategy.
Inclus
17 vidéos5 lectures5 devoirs2 sujets de discussion
The module focuses on the importance of creating differentiation and focus. In the competitive environment, brands that are differentiated are preferred and remembered, and hence, brand positioning plays a key role in building brand equity.
Inclus
10 vidéos3 lectures4 devoirs1 sujet de discussion
This module focuses on strategic choices around building the brand architecture and managing the portfolio. Brands are assets that can be leverged to grow and expand business. When a business has multiple brands in its portfolio, it requires a well thpough through systematic approach to structure the portfolio and explore opportunities for exaqpnding into new territories
Inclus
10 vidéos3 lectures4 devoirs
This module deals with brand storytelling and creating an experience for the customer, which will helps brands remain in customers' consideration portfolio. Consumers today absorb and process information through all senses and through multiple channels and hence the brands need to communicate their differentiation across channels and by incorporating multiple senses.
Inclus
8 vidéos3 lectures4 devoirs
Launching and building a successful brand is only the first step in the brand's journey. Brand managers must have a strategic plan to grow, nurture, and maintain brands over a period of time. As business contexts and consumers evolve, brands also need to evolve their strategy and execution plan. This module explores the focus areas and strategic alternatives, brand managers can analyze to sustain value over a period of time acorss differetn stages in the brand's life cycle.
Inclus
9 vidéos3 lectures4 devoirs
This module would cover the concepts of brand audit, measuring brand equity to maintain a healthy P&L. We will also try to understand the various methods of brand valuation which is key ingredient in driving business growth and stakeholder value.
Inclus
9 vidéos4 lectures4 devoirs
Instructeurs
Recommandé si vous êtes intéressé(e) par Marketing
S.P. Jain Institute of Management and Research
IE Business School
Coursera Instructor Network
IE Business School
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Foire Aux Questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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You will be eligible for a full refund until two weeks after your payment date, or (for courses that have just launched) until two weeks after the first session of the course begins, whichever is later. You cannot receive a refund once you’ve earned a Course Certificate, even if you complete the course within the two-week refund period. See our full refund policy.