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.
Brand Management: Strategies for a Strong Brand
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Brand Management: Strategies for a Strong Brand
This course is part of Next-Gen Brand Management Specialization
Instructor: Hector Sandoval
16,905 already enrolled
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Gain insight into a topic and learn the fundamentals.
4.7
(184 reviews)
Beginner level
Recommended experience
4 hours to complete
Flexible schedule
Learn at your own pace
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.
Skills you'll gain
Details to know
Shareable certificate
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Assessments
2 assignments
Taught in English
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This course is part of the Next-Gen Brand Management Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
- Learn new concepts from industry experts
- Gain a foundational understanding of a subject or tool
- Develop job-relevant skills with hands-on projects
- Earn a shareable career certificate
There are 2 modules in this course
This module introduces you to the foundations of advanced brand management—understanding how brands create value, earn trust, and communicate meaning. You’ll explore brand strategy frameworks, positioning models, and the concept of brand equity through data-driven analysis. Learners will also examine how storytelling and emotional resonance transform a brand from a business asset into a cultural experience. By the end of this module, you’ll be able to design and measure a compelling brand identity aligned with both organizational purpose and customer expectations.
What's included
16 videos4 readings1 assignment1 plugin
In this module, the focus shifts from building brand equity to ensuring its long-term vitality. You’ll learn how brands evolve through innovation, stakeholder collaboration, and adaptability to changing markets. The module also emphasizes establishing brand governance systems that sustain consistency, alignment, and ethical representation across all touchpoints. Through practical frameworks and case analyses, you’ll develop the strategic foresight needed to guide brand performance, integrity, and relevance over time.
What's included
10 videos2 readings1 assignment
Earn a career certificate
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Instructor
Instructor ratings
4.8 (46 ratings)Offered by
Explore more from Marketing
Status: PreviewS.P. Jain Institute of Management and Research
Status: PreviewS.P. Jain Institute of Management and Research
Status: PreviewUniversity of London
Status: Free TrialUniversity of Illinois Urbana-Champaign
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4.7
184 reviews
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Showing 3 of 184
DH
5
Reviewed on Nov 10, 2024
It's an excellent course for beginners in branding. Thanks to the instructor and the Coursera network for this valuable course. I hope to enroll in more courses in this network.
NJ
5
Reviewed on Oct 9, 2024
excellent instructor who gives his expert knowledge on this course and also talking about real examples
CI
5
Reviewed on Mar 15, 2024
I'm very much satisfied with the teaching method and mode of presentation. It was really engaging and educative.
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Frequently asked questions
To access the course materials, assignments and to earn a Certificate, you will need to purchase the Certificate experience when you enroll in a course. 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.
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