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
您将学到什么
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.
您将获得的技能
- Case Studies
- Value Propositions
- Brand Management
- Business Metrics
- Brand Awareness
- Integrated Marketing Communications
- Portfolio Management
- Market Share
- Social Media Strategy
- Marketing Management
- Storytelling
- Brand Loyalty
- Strategic Marketing
- Branding
- Competitive Analysis
- Brand Strategy
- Product Lifecycle Management
- Consumer Behaviour
- 技能部分已折叠。显示 9 项技能，共 18 项。
要了解的详细信息
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作业
25 项作业
授课语言：英语（English）
了解顶级公司的员工如何掌握热门技能
该课程共有6个模块
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.
涵盖的内容
17个视频5篇阅读材料5个作业2个讨论话题
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.
涵盖的内容
10个视频3篇阅读材料4个作业1个讨论话题
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
涵盖的内容
10个视频3篇阅读材料4个作业
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.
涵盖的内容
8个视频3篇阅读材料4个作业
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.
涵盖的内容
9个视频3篇阅读材料4个作业
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.
涵盖的内容
9个视频4篇阅读材料4个作业
攻读学位
当您完成本 课程后，如果您被以下在线学位课程录取并注册，您的学习成绩可能会被承认为学分¹。
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S.P. Jain Institute of Management and Research
Coursera
University of London
