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
Strategic Brand Management
Taught in English
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
Shareable certificate
Add to your LinkedIn profile
Recently updated!
August 2024
Assessments
25 assignments
See how employees at top companies are mastering in-demand skills
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV
Share it on social media and in your performance review
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
Northeastern University
Banco Interamericano de Desarrollo
Università di Napoli Federico II
Coursera Project Network
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
New to Marketing? Start here.
Open new doors with Coursera Plus
Unlimited access to 7,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked 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:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you purchase a Certificate you get access to all course materials, including graded assignments. Upon completing the course, your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
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.