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The Secret Power of Brands

Robert Jones, Peter Schmidt-Hansen, Paul Wright, and Stephen Amiss

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more If you’re developing a career in branding - or if you work in a related area, like strategy, marketing or innovation - this course is for you. It will support your professional development, and also provide you with a taste of what taking a Masters in branding or brand management would be like.

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Reviews summary

Exploring the power of brands

According to learners, this course provides a solid introduction to the foundational concepts of branding. Many found the content highly relevant for marketing and business professionals looking to understand the strategic importance of brands. Students appreciate the course's focus on key principles and ideas. However, some note that the course is more theoretical than practical and would benefit from more hands-on examples or deeper dives into specific applications. There are also some mentions that certain examples may feel a bit dated. Overall, it is seen as a valuable starting point, particularly for those new to the strategic side of branding.

More conceptual than practical application.

"Wish there were more practical examples or case studies on *how* to build a brand, not just the theory."

"It's a great overview of the 'why', but less on the 'how-to'."

"Could use more exercises or assignments that involve applying the concepts directly."

"Good theoretical base, but lacks hands-on tools for brand building."

Useful for marketing and business roles.

"I can immediately apply many of the concepts learned to my work in marketing."

"This course is very relevant if you work in a role touching on brand strategy or management."

"Helped me see the bigger picture of how brands function within a business context."

Provides a strong introduction to branding.

"This course gave me a really strong foundation in understanding brand strategy and its importance."

"I learned the key principles behind building powerful brands. Great overview!"

"It covers the core concepts effectively, making it accessible even if you're new to the subject."

"A good starting point to grasp the fundamental ideas of branding."

Less instructor/community engagement.

"The discussion forums were not very active, which made the peer learning aspect weak."

"Didn't feel like there was much instructor presence or feedback."

"Could improve the interactive elements or community building."

Some course elements feel slightly dated.

"A few of the examples seemed a little old; updating these would make it even better."

"Some content feels like it hasn't been refreshed recently."

"The core principles are timeless, but the context could be more current."

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Learners who complete The Secret Power of Brands will develop knowledge and skills that may be useful to these careers:

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Buyology

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Exploring the subconscious factors influencing consumer purchasing decisions, this book delves into neuromarketing and its implications for branding. It offers contemporary insights into consumer behavior and adds depth to understanding brand impact.

Buyology: Truth and Lies About Why We Buy

Kindle Edition

Aaker on Branding

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Provides a comprehensive overview of branding, covering everything from brand strategy to brand measurement. It is written by David Aaker, a leading expert on branding.

The Secret Power of Brands

Topics Covered

Topics Covered

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Exploring the power of brands

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