Brand Management: Strategies for a Strong Brand
- Offered byCoursera
Brand Management: Strategies for a Strong Brand at Coursera Overview
Duration | 3 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Brand Management: Strategies for a Strong Brand at Coursera Highlights
- Earn a certificate of completion
- Add to your LinkedIn profile
Brand Management: Strategies for a Strong Brand at Coursera Course details
- What you'll learn
- Understand main advanced brand management strategies, including brand positioning, brand architecture, and brand extensions
- Brand equity, data tools, sentiment analysis, and valuation models guide strategic decisions in marketing.
- Build a Brand Value Statement with input from customers, departments, and diverse feedback sources to align with brand purpose and customer needs.
- Increase awareness on the concept of Brand Governance, and how methods and frameworks can be used to create logical applications and uses of a brand.
- In a continuously changing business landscape, brands hold more significance than ever before. As consumers become increasingly discerning, and societal values continuously evolve, understanding the multifaceted roles of brands becomes imperative for driving meaningful market impact. This course will challenge you to view brands as more than mere assets for business success. We explore how brands resonate with the human experience, influencing not only consumer choices but also shaping social norms and cultural narratives. From fostering emotional connections through compelling storytelling to driving positive societal change, you'll uncover the potential of brands as catalysts for both economic growth and responsible citizenship. This course is designed for marketing professionals, brand managers, entrepreneurs, and anyone seeking to enhance their brand management skills and drive success in the competitive market. It caters to Learners who aim to grasp the significance of brands not only as valuable assets but also as influential entities shaping societal dynamics. There are no specific prerequisites for this course. A basic understanding of marketing principles and branding concepts will be helpful, but not mandatory. An open mind and curiosity about the broader societal impact of brands will enhance the learning experience.
Brand Management: Strategies for a Strong Brand at Coursera Curriculum
Brand Management: Building and Sustaining a Strong Brand
Meet Your Instructor
Brand Positioning and Architecture
Brand Extensions and Diversification
Leveraging Technology in Brand Management
Integrated Marketing Communications
Building Brand Advocacy and Loyalty
Customer Based Brand Equity: CBBE Model
Measuring Brand Equity
Social Media Sentiment Analysis
The Role of Brand Associations and Brand Equity
Leveraging Brand Equity for Market Expansion
What is Emotional Branding?
Content Marketing and Storytelling Platforms
Influencer Marketing
Interactive Brand Experiences (Apple, Airbnb)
User Generated Content (UGC)
Innovation Strategies for Brand Growth
Sustainable Branding Initiatives
Co-Creation and Collaborative Innovation
Innovation Management Platforms
Brand Governance Frameworks
Digital Asset Management (DAM) Solutions
Global Brand Consistency
Enforcing Brand Guidelines
Brand Compliance and Audits
Conclusion
Welcome to the Course: Lesson Overview
Additional Resources
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Final Assessment
Brand Management: Strategies for a Strong Brand at Coursera Admission Process
Important Dates
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