Brand Management: Strategies for a Strong Brand (Coursera)

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.

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.

Syllabus

Brand Management: Building and Sustaining 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. 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.