Strategic Brand Management from edX

In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding. We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.

You will learn how to:

Develop a framework to identify and establish brand positioning and values to build customer based brand equity
Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity
Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).

The branding landscape is fast-paced and continually changing, yet is a stimulating and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World that is specifically designed to teach the critical skills needed to be successful in this exciting field. In order to qualify for the MicroMasters Credential you will need to earn a Verified Certificate in each of the five courses.

What's inside

Learning objectives

How to identify and establish brand positioning and values
How to plan and implement brand marketing programs

How to evaluate a brand equity management system
How to design strategies that retain existing brand resonance

How to identify and establish brand positioning and values
How to plan and implement brand marketing programs
How to evaluate a brand equity management system
How to design strategies that retain existing brand resonance

Syllabus

Topic 1: Introduction to brand managementIntroduction to the concept of branding, understanding what a brand is and why branding is important.

Topic 2: Customer-based brand equity (CBBE)Introduction to CBBE, which includes understanding brand equity from the perspective of the customer and how brand knowledge can influence a consumer's response to marketing.

Topic 3: Brand resonanceIntroduction to brand resonance, which involves identifying the key building blocks to establishing a strong brand.

Topic 4: Brand elementsIntroduction to brand elements, such as the brand's name and logo and how they can not only help distinguish the brand from others but also have the ability to enhance and build brand equity.

Topic 5: Brand value chainIntroduction to the brand value chain and how it is utilized to assess the various sources of brand equity, and how an organization's marketing activities can influence the overall value of the brand.

Topic 6: Designing brand building marketing programsIntroduction to the various forms of marketing communications and the challenges of designing marketing programs that build brand equity.

Topic 7: Designing and implementing brand architecture strategiesIntroduction to how brands implement their brand architecture strategies, including how they ascertain which products and services to introduce, and choosing the right brand elements to apply to new and existing products.

Topic 8: Brand extensionsIntroduction to why some brands choose to introduce brand extensions, including understanding the benefits and pitfalls.

Topic 9: Managing brands over timeIntroduction to the importance of keeping the brand relevant and up to date in an increasingly volatile and unpredictable environment.

Topic 10: Managing brands over geographic boundaries and market segmentsIntroduction to the challenges and steps needed to become a global brand, such as understanding different cultures, and learning the importance of catering to the tastes and preferences of the different market segments.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Provides a good overview of brand management and its importance

Involves industry-recognized instructors Ian Phau

Explores a range of brand marketing strategies and their implementation

Evaluates brand equity management systems, a valuable skill in brand management

Suitable for various professionals in marketing and advertising fields

Part of the Marketing in a Digital World MicroMasters program, offering a comprehensive learning path

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 Strategic Brand Management with these activities:

Attend industry events and conferences

Show steps

Network with professionals in the marketing and branding industry, learn about the latest trends, and gain insights into best practices.

Show steps

Identify industry events and conferences relevant to branding.
Register for and attend these events.
Network with other attendees and speakers.
Learn about the latest trends and best practices in branding.

Explore case studies of successful brand management

Show steps

Gain valuable insights into the practical applications of brand management by analyzing real-world case studies of successful brands.

Browse courses on Brand Management

Show steps

Identify case studies of well-known and successful brands.
Analyze the strategies and tactics used by these brands to build and manage their brands.
Identify the key lessons and best practices that can be applied to your own brand management efforts.

Identify and analyze brand elements

Show steps

Enhance your ability to identify and analyze the various brand elements, such as brand name, logo, and packaging, and their impact on brand building.

Show steps

Collect examples of different brands and their corresponding brand elements.
Analyze the effectiveness of these brand elements in distinguishing the brand from others.
Identify the key characteristics of successful brand elements.
Develop a set of criteria for evaluating the effectiveness of brand elements.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Participate in a brand design competition

Show steps

Engage in friendly competition and showcase your brand design skills by participating in a brand design competition, where you can receive feedback and recognition for your work.

Browse courses on Brand Design

Show steps

Identify a brand design competition that aligns with your interests.
Develop a creative and innovative brand design concept.
Submit your design to the competition.
Receive feedback from experts and peers.

Develop a brand positioning and values framework

Show steps

Develop a comprehensive framework to guide your understanding of brand positioning and values, enabling you to create and maintain strong brand identities.

Browse courses on Brand Positioning

Show steps

Identify the target audience for your brand.
Research the competitive landscape and identify your brand's differentiators.
Define the core values and beliefs that your brand will stand for.
Develop a positioning statement that articulates the brand's unique value proposition.
Create a brand style guide that outlines the brand's visual identity and messaging.

Develop a brand marketing plan

Show steps

Put your understanding of brand marketing into practice by developing a comprehensive plan for a specific brand, incorporating strategies for building brand equity and achieving marketing objectives.

Browse courses on Brand Marketing

Show steps

Define the target audience for the brand.
Conduct a market analysis to identify opportunities and threats.
Develop a brand positioning statement.
Create a marketing mix that includes strategies for product, price, promotion, and place.
Set marketing objectives and develop metrics to track progress.

Contribute to open-source branding projects

Show steps

Contribute to the branding community by participating in open-source projects that focus on brand development and management.

Browse courses on Open Source

Show steps

Identify open-source branding projects that align with your skills and interests.
Join the project community and contribute your expertise.
Collaborate with other contributors to develop and improve branding resources.
Gain recognition for your contributions and build your portfolio.

Career center

Learners who complete Strategic Brand Management will develop knowledge and skills that may be useful to these careers:

Brand Manager

Brand Managers oversee the development and execution of marketing campaigns for a company's products or services. This course may be useful for those interested in this role as it provides a comprehensive overview of the principles and practices of brand management, including brand positioning, brand equity, and brand building. The course also covers the use of various marketing tools and techniques to build and manage brands.

See salaries and explore the career path for Brand Manager

Marketing Manager

Marketing Managers are responsible for developing and implementing marketing strategies for a company's products or services. The course may be useful for those interested in this role because it covers the key concepts and principles of marketing, including market research, segmentation, targeting, and positioning. Additionally, the course provides an overview of various marketing channels and techniques, such as advertising, public relations, and social media.

See salaries and explore the career path for Marketing Manager

Product Manager

Product Managers are responsible for the development and management of a company's products or services. The course may be useful for those interested in this role because it provides a foundation in the principles and practices of product management, including product planning, development, and launch. Additionally, the course covers the use of various tools and techniques to manage product lifecycles and ensure product success.

See salaries and explore the career path for Product Manager

Advertising Manager

Advertising Managers are responsible for the planning and execution of advertising campaigns for a company's products or services. The course may be useful for those interested in this role because it provides an overview of the advertising process, including campaign planning, media selection, and creative development. Additionally, the course covers the use of various advertising techniques and strategies to reach target audiences.

See salaries and explore the career path for Advertising Manager

Public relations manager

Public Relations Managers are responsible for managing a company's public image and reputation. The course may be useful for those interested in this role because it provides an overview of the principles and practices of public relations, including media relations, crisis communications, and social media management. Additionally, the course covers the use of various tools and techniques to build and maintain relationships with key stakeholders.

See salaries and explore the career path for Public relations manager

Social Media Manager

Social Media Managers are responsible for managing a company's social media presence and engagement. The course may be useful for those interested in this role because it provides an overview of the principles and practices of social media marketing, including content creation, community management, and social media advertising. Additionally, the course covers the use of various social media platforms and tools to reach target audiences and build brand awareness.

See salaries and explore the career path for Social Media Manager

Market Researcher

Market Researchers are responsible for collecting and analyzing data about markets and consumers. The course may be useful for those interested in this role because it provides a foundation in the principles and practices of market research, including research design, data collection, and data analysis. Additionally, the course covers the use of various market research tools and techniques to gather insights about consumer behavior and market trends.

See salaries and explore the career path for Market Researcher

Brand Strategist

Brand Strategists are responsible for developing and implementing brand strategies for companies. The course may be useful for those interested in this role because it provides a comprehensive overview of the principles and practices of brand strategy, including brand positioning, brand identity, and brand architecture. Additionally, the course covers the use of various tools and techniques to build and manage brands.

See salaries and explore the career path for Brand Strategist

Creative Director

Creative Directors are responsible for overseeing the creative direction of a company's marketing and advertising campaigns. The course may be useful for those interested in this role because it provides an overview of the principles and practices of creative direction, including concept development, visual design, and copywriting. Additionally, the course covers the use of various creative tools and techniques to create effective marketing and advertising campaigns.

See salaries and explore the career path for Creative Director

Account Manager

Account Managers are responsible for managing relationships with clients and ensuring that their marketing and advertising campaigns are successful. The course may be useful for those interested in this role because it provides an overview of the principles and practices of account management, including client relationship management, project management, and campaign evaluation. Additionally, the course covers the use of various tools and techniques to build and maintain strong client relationships.

See salaries and explore the career path for Account Manager

Media Planner

Media Planners are responsible for planning and buying advertising space and time for companies. The course may be useful for those interested in this role because it provides an overview of the principles and practices of media planning, including media research, media selection, and media buying. Additionally, the course covers the use of various media planning tools and techniques to reach target audiences and achieve marketing objectives.

See salaries and explore the career path for Media Planner

Copywriter

Copywriters are responsible for writing the text for marketing and advertising campaigns. The course may be useful for those interested in this role because it provides an overview of the principles and practices of copywriting, including copywriting techniques, storytelling, and persuasive writing. Additionally, the course covers the use of various copywriting tools and techniques to create effective marketing and advertising copy.

See salaries and explore the career path for Copywriter

Graphic designer

Graphic Designers are responsible for creating visual designs for marketing and advertising campaigns. The course may be useful for those interested in this role because it provides an overview of the principles and practices of graphic design, including design principles, typography, and image editing. Additionally, the course covers the use of various graphic design tools and techniques to create effective marketing and advertising visuals.

See salaries and explore the career path for Graphic designer

Web Designer

Web Designers are responsible for creating and maintaining websites. The course may be useful for those interested in this role because it provides an overview of the principles and practices of web design, including web design principles, web development, and user experience design. Additionally, the course covers the use of various web design tools and techniques to create effective websites.

See salaries and explore the career path for Web Designer

User Experience Designer

User Experience Designers are responsible for designing the user experience of websites and other digital products. The course may be useful for those interested in this role because it provides an overview of the principles and practices of user experience design, including user research, interaction design, and usability testing. Additionally, the course covers the use of various user experience design tools and techniques to create effective digital products.

See salaries and explore the career path for User Experience Designer