Brand Management: Strategies for a Strong Brand from Coursera

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.

What's inside

Syllabus

Brand Management: Building and Sustaining a Strong Brand

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores the significance of brands in shaping consumer choices and societal norms

Investigates the role of brands in driving economic growth and responsible citizenship

Develops skills in brand management, brand storytelling, and social impact

Suitable for learners who aim to understand the multifaceted role of brands

Led by Hector Sandoval, an experienced instructor in the field

Requires a basic understanding of marketing principles and branding concepts

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Brand Management: Strategies for a Strong Brand with these activities:

Sharpen your public speaking abilities

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Enhance your ability to effectively communicate brand messaging by refreshing your public speaking skills.

Browse courses on Public Speaking

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Review fundamental public speaking principles
Practice delivering presentations on brand-related topics
Seek feedback and improve your delivery

Review social media marketing strategies

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Stay up-to-date with the latest social media marketing tactics to leverage their effectiveness for brand building.

Browse courses on Social Media Marketing

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Read articles and blog posts
Watch webinars and online courses
Explore successful social media campaigns

Seek guidance from experienced brand managers

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Expand your network and gain valuable insights by identifying experienced brand managers to mentor you.

Browse courses on Mentorship

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Attend industry events and conferences
Connect with brand professionals on LinkedIn
Ask for informational interviews

Five other activities

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Develop a brand style guide

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Solidify your understanding of brand elements and their consistent implementation by creating your own brand style guide.

Browse courses on Brand Guidelines

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Identify key brand attributes and values
Define brand colors, typography, and imagery
Develop guidelines for brand messaging and tone of voice

Explore brand storytelling techniques

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Delve into the art of brand storytelling by following online tutorials and workshops to improve your own abilities.

Browse courses on Brand Storytelling

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Identify effective brand stories
Analyze the elements of a compelling narrative
Develop a framework for creating engaging brand stories

Engage in discussions with brand professionals

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Connect with brand professionals through online forums or social media to learn from their experiences and insights.

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Identify relevant online communities or events
Participate in discussions and ask thoughtful questions
Share your perspectives and insights

Attend a workshop on brand purpose and sustainability

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Deepen your understanding of the growing significance of brand purpose and sustainability by attending a relevant workshop.

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Research and identify suitable workshops
Register for and attend the workshop
Participate actively and take notes

Conduct a brand sentiment analysis

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Gain hands-on experience by conducting your own brand sentiment analysis to evaluate how consumers perceive a particular brand.

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Define the research question
Collect data from social media, review platforms, and other online sources
Analyze the data to identify patterns and insights
Develop recommendations for improving brand perception

Career center

Learners who complete Brand Management: Strategies for a Strong Brand will develop knowledge and skills that may be useful to these careers:

Brand Manager

As a Brand Manager, you will be responsible for developing and executing marketing campaigns that build and maintain a strong brand identity. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a brand strategy, create effective marketing campaigns, and measure the success of your efforts. Among other things, the course will teach you methods to foster emotional connections with target audiences, and drive positive change in society, all crucial skills for the modern Brand Manager.

See salaries and explore the career path for Brand Manager

Marketing Manager

As a Marketing Manager, you will be responsible for overseeing all aspects of marketing for a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a marketing plan, manage a marketing budget, and track the results of your marketing campaigns. Particularly relevant is the course's instruction on viewing brands as more than mere assets for business success. This will be helpful to you in understanding how to build a brand that resonates with consumers and creates a positive impact.

See salaries and explore the career path for Marketing Manager

Advertising Manager

As an Advertising Manager, you will be responsible for developing and executing advertising campaigns for a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop an advertising strategy, create effective advertising campaigns, and measure the success of your efforts. You will also learn how to use storytelling to connect with consumers and drive positive change in society.

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Public relations manager

As a Public Relations Manager, you will be responsible for managing the public image of a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a public relations plan, manage media relations, and respond to crises. Understanding how brands shape social and cultural narratives is fundamental to this role, and this course will provide you with the insight you need to do just that.

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Social Media Manager

As a Social Media Manager, you will be responsible for managing the social media presence of a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a social media strategy, create engaging content, and measure the success of your efforts. This course stresses the human element of brands. As such, it will be helpful to you in understanding how to use social media to build relationships with consumers and drive positive change.

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Product Manager

As a Product Manager, you will be responsible for managing the development and launch of new products. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a product roadmap, manage a product team, and launch a successful product. Particularly relevant is the course's discussion of how brands influence consumer choices. This will be helpful to you in understanding how to develop products that meet the needs of consumers and create a positive impact.

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Sales Manager

As a Sales Manager, you will be responsible for managing a sales team and achieving sales goals. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a sales strategy, motivate a sales team, and close deals. This course will teach you how to use storytelling to connect with customers and drive positive change, a skill that will be invaluable to you as a Sales Manager.

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Marketing Analyst

As a Marketing Analyst, you will be responsible for collecting and analyzing data to measure the success of marketing campaigns. This course will provide you with the knowledge and skills you need to succeed in this role, including how to collect data, analyze data, and present your findings. Given the high degree of emphasis placed on analyzing the multifaceted roles of brands, you will gain a deep understanding of how to measure the impact of brands and their impact on the bottom line.

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Market Researcher

As a Market Researcher, you will be responsible for conducting research to understand the needs of consumers. This course will provide you with the knowledge and skills you need to succeed in this role, including how to design a research study, collect data, and analyze your findings. This course delves into how brands resonate with the human experience. This will be helpful to you in understanding how to conduct research that provides insights into the needs of consumers and drives positive change.

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Brand Consultant

As a Brand Consultant, you will be responsible for helping companies and organizations develop and execute their brand strategies. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a brand strategy, create a brand identity, and measure the success of your efforts. This course discusses the concept of brands as catalysts for economic growth and responsible citizenship. This will be helpful to you in understanding how to develop brands that create a positive impact for both businesses and society.

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Corporate Communications Manager

As a Corporate Communications Manager, you will be responsible for managing the communications of a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a communications strategy, manage media relations, and respond to crises. This course will teach you how to use storytelling to connect with stakeholders and drive positive change in society.

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Customer Success Manager

As a Customer Success Manager, you will be responsible for ensuring that customers are satisfied with their experience with a company or organization. This course will provide you with the knowledge and skills you need to succeed in this role, including how to build relationships with customers, resolve their issues, and measure their satisfaction. This course teaches you how to build relationships with customers, which will be helpful to you in understanding how to create a positive customer experience while driving positive change.

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Digital Marketing Manager

As a Digital Marketing Manager, you will be responsible for developing and executing digital marketing campaigns. This course will provide you with the knowledge and skills you need to succeed in this role, including how to develop a digital marketing strategy, create effective digital marketing campaigns, and measure the success of your efforts. This course will teach you how to use storytelling to connect with customers and drive positive change in society.

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Event Manager

As an Event Manager, you will be responsible for planning and executing events for a company or organization. This course may be useful to you in this role, as it will provide you with the knowledge and skills you need to develop an event strategy, manage an event budget, and measure the success of your events. While this course won't go into the nitty gritty of event management, it will aid in understanding how to create events that create a positive impact for both attendees and the organization.

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Nonprofit Manager

As a Nonprofit Manager, you will be responsible for managing a nonprofit organization. This course may be useful to you in this role, as it will provide you with the knowledge and skills you need to develop a nonprofit strategy, manage a nonprofit budget, and measure the success of your organization. This course emphasizes how brands drive positive societal change. This is fundamental to the mission of most nonprofits.

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