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.
Strategic Brand Management
Gain insight into a topic and learn the fundamentals.
Beginner level
Recommended experience
33 hours to complete
3 weeks at 11 hours a week
Flexible schedule
Learn at your own pace
What you'll learn
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.
Skills you'll gain
- Tools to Define Positioning
- Brand Valuation
- Brand and Branding
- Brand Portfolio and Brand Roles
- Integrated Brand Experience
- Brand Extensions
- Brand Architecture & Relationships
- Sustaining Brand Value
- Brand Design Elements
- Brand and Branding
- Brand Communication and Storytelling
- Managing and Executing Brand Positioning
- Sensory Branding
- Brand Identity
- Brand Metrics
- Refreshing Brand Equity
- Positioning
- Brand Equity Measures
- Role of Branding Across Business and Sectors
- Strategic Focus
Details to know
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Recently updated!
August 2024
Assessments
25 assignments
Taught in English
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There are 6 modules in this course
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.
What's included
17 videos5 readings5 assignments2 discussion prompts
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.
What's included
10 videos3 readings4 assignments1 discussion prompt
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
What's included
10 videos3 readings4 assignments
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.
What's included
8 videos3 readings4 assignments
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.
What's included
9 videos3 readings4 assignments
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.
What's included
9 videos4 readings4 assignments
Instructors
Recommended if you're interested in Marketing
IE Business School
University of Colorado Boulder
University of Colorado Boulder
University of London
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Frequently asked questions
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