Brand Management: Strategies for a Strong Brand
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.
Overview
This course includes:
- 1.5 hours of on-demand video
- Certificate of completion
- Direct access/chat with the instructor
- 100% self-paced online
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.
Skills You Will Gain
Learning Outcomes (At The End Of This Program, You Will Be Able To...)
- Understand main advanced brand management strategies, including brand positioning, brand architecture, and brand extensions
- Identify the “brand equity” concept and common data analytics tools, customer sentiment analysis, and brand valuation models to inform strategic decision-making.
- Recognize the elements of a Brand Value Statement, in collaboration with stakeholders such as customers, other departments and feedback collected by various sources
- 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
Prerequisites
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.
Who Should Attend
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.
