Branding & Brand Management with Dekker: Branding Strategy+ from Udemy

Top MBAs are expensive, time-consuming, and extremely difficult to get into. My goal with this course is to give you an MBA level of understanding of branding and brand management. Learn from a former Global Brand Manager at Sony PlayStation who studied brand management at Philip Kotler's Kellogg School of Management and has helped countless startups with their branding.

If you sell marketing services, this gives you a sophisticated edge over other marketers. If you’re a marketing manager, this gives you a strategic understanding of the role of branding. If you're a founder, this course will show you how to catapult your company to fame.

This course focuses specifically on branding, brand marketing, and brand management. This is not a general course on marketing. I'll lay out all the foundations of brand strategy and brand tactics, while exploring several case studies both from my hands-on experience as well as my research. This course is built on my personal experience developing and marketing brands, my academic experience, and branding research from myself and others. I’ll dispel commonly held myths about branding and give you a solid, reliable resource for understanding brands so you aren't relying on flaky Internet resources.

Case study on the luxury brand management & fashion marketing leader Lacoste
Key lessons in fast brand growth, such as the substantial role of influencer marketing & branding partnerships
My hands-on experience in managing some of the top global brands across the

What's inside

Learning objectives

Mba level branding
Branding
Brand management
Branding strategy
Brand tactics

Luxury brand management
Fashion branding
B2b branding
B2c branding
How to grow your brand

Mba level branding
Branding
Brand management
Branding strategy
Brand tactics
Luxury brand management
Fashion branding
B2b branding
B2c branding
How to grow your brand

Syllabus

Key Branding & Brand Management Lessons

Building a Story Brand

Wistia Wizard

Branding: the Most Important Steps

Traffic lights

Read about what's good

what should give you pause

and possible dealbreakers

Offers insights into brand strategy and tactics, which can provide a competitive edge for marketing professionals and a strategic understanding for marketing managers

Explores case studies, including Lacoste, offering practical examples of luxury brand management and fashion marketing strategies

Covers B2B branding, including SaaS examples, which is valuable for those in the tech industry looking to build a strong brand presence

Includes lessons from branding research and hands-on experience, providing a resource for understanding brands beyond typical online content

Examines the role of influencer marketing and branding partnerships, which are key lessons in fast brand growth and contemporary marketing strategies

Features an AI marketing assistant, which may be useful for learners interested in the latest tools and technologies in brand management

Reviews summary

Practical branding & brand management insights

According to learners, the course benefits greatly from Dekker's experienced instructor background and real-world examples derived from his time at Sony PlayStation and academic study. Many found the content to provide actionable insights and practical strategies, useful for implementation, especially for startups. The course covers a wide range of branding topics, structured well and helping to dispel common myths. However, a notable point among reviews is that while providing a solid foundation, some felt the course did not fully meet the expectation of an MBA level due to perceived lack of depth in certain areas or assignments that were not sufficiently challenging. Overall sentiment is largely positive, praising its practical value despite some critique regarding academic rigor.

Workbooks are helpful; assignments could be more challenging.

"Assignments were okay, could be more challenging."

"The workbooks are a great addition, allowing me to apply the concepts directly."

"The assignments are basic checklists rather than challenging exercises."

Covers a wide range of topics effectively.

"The course covers a lot of ground..."

"Covers a wide range of topics effectively."

"Good foundational course... gives you a great map of the branding landscape."

Provides actionable strategies useful for implementation.

"Fantastic practical guide to branding. Dekker's real-world examples make a huge difference."

"I've already started implementing some strategies from the course for my startup."

"This course is a goldmine for anyone serious about branding... Highly practical."

Dekker's background and real-world insights are highly valued.

"This course was incredibly insightful! Dekker's experience shines through, providing practical strategies..."

"Learned from a former Global Brand Manager at Sony PlayStation who studied brand management at Philip Kotler's Kellogg School of Management..."

"Dekker shares invaluable knowledge derived from his extensive experience."

"The instructor is knowledgeable. The quality of video/audio is good."

Expectations regarding depth vary among learners.

"Some parts felt a bit basic for 'MBA level' as claimed..."

"It's a decent introduction, but I wouldn't call it 'MBA level'."

"Disappointed with the 'MBA level' claim. The content felt very basic and high-level, lacking the depth expected."

"Doesn't feel like 'MBA level'."

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 Branding & Brand Management with Dekker: Branding Strategy+ with these activities:

Review 'Building a StoryBrand' by Donald Miller

Show steps

Reinforce the 'Building a Story Brand' lesson by reading the book and applying its principles to a brand you admire or one you are working on.

View Building a StoryBrand 2.0: Clarify Your Message... on Amazon

Show steps

Read 'Building a StoryBrand' by Donald Miller.
Identify a brand and analyze its messaging using the StoryBrand framework.
Outline how the brand could improve its messaging using the framework.

Review Marketing Fundamentals

Show steps

Solidify your understanding of core marketing concepts before diving into branding strategies.

Browse courses on Marketing Fundamentals

Show steps

Review your notes from previous marketing courses.
Complete a practice quiz on marketing fundamentals.
Identify any gaps in your knowledge and review those topics.

Develop a Brand Strategy for a Fictional Company

Show steps

Apply the concepts learned in the course by creating a comprehensive brand strategy for a hypothetical company.

Show steps

Define the company's target market and create detailed personas.
Develop a unique value proposition and positioning statement.
Outline brand tactics, including visual identity, messaging, and brand sounds.
Create a brand architecture and plan for brand extensions.

Four other activities

Expand to see all activities and additional details

Show all seven activities

Create a Presentation on Brand Management Lessons from Lacoste

Show steps

Deepen your understanding of brand management by analyzing the Lacoste case study and presenting your findings.

Show steps

Review the 'Brand Management Lessons from Lacoste' section.
Research Lacoste's brand history and marketing strategies.
Create a presentation outlining key brand management lessons learned from Lacoste.

Review 'How Brands Grow' by Byron Sharp

Show steps

Compare and contrast the concepts in 'How Brands Grow' with the strategies discussed in the course.

View How Brands Grow on Amazon

Show steps

Read 'How Brands Grow' by Byron Sharp.
Compare Sharp's principles with the course's teachings on brand growth.
Identify areas of agreement and disagreement between the book and the course.

Analyze a Brand's Visual Identity Evolution

Show steps

Solidify your understanding of visual identity by analyzing how a brand's logo and visual elements have changed over time.

Show steps

Choose a well-known brand with a long history.
Research the evolution of the brand's logo and visual elements.
Create a presentation or report analyzing the reasons behind the changes and their impact on the brand.

Write a Blog Post on B2B Branding for SaaS Companies

Show steps

Apply your knowledge of B2B branding to the specific context of SaaS companies.

Show steps

Review the 'B2B Branding for SAAS' section of the course.
Research successful B2B SaaS brands and their branding strategies.
Write a blog post outlining key branding considerations for B2B SaaS companies.

Career center

Learners who complete Branding & Brand Management with Dekker: Branding Strategy+ will develop knowledge and skills that may be useful to these careers:

Brand Manager

A Brand Manager is responsible for overseeing all aspects of a brand's identity and strategy, ensuring consistency and growth. The 'Branding & Brand Management' course provides a deep dive into the core principles of brand strategy and tactics, similar to an MBA level of understanding. This course covers brand design, naming, and architecture and helps to understand how brands are perceived in the market. A future Brand Manager will find the practical experience, case studies, and research discussed in this course especially useful in their daily work. You will find that this course covers fundamental concepts that are key to this role.

See salaries and explore the career path for Brand Manager

Brand Strategist

A Brand Strategist develops long-term plans and strategies for a brand to achieve its business goals. This requires a deep understanding of brand strategy, brand tactics and brand management, which are the core elements of the 'Branding & Brand Management' course. From building a story brand to understanding the nuances of B2B versus B2C branding, this course provides an ideal foundation for those wanting to become a Brand Strategist. The course's focus on how brands grow, and how they create value, will be essential for a brand strategist. The course also covers fundamental concepts such as value proposition and positioning which are skills needed in this role.

See salaries and explore the career path for Brand Strategist

Entrepreneur

Entrepreneurs are responsible for launching and managing their own businesses. This course will show you how to catapult your company to fame. For an Entrepreneur, understanding brand strategy is a critical skill. The 'Branding & Brand Management' course covers how to build a brand from scratch, as well as how to grow it. The course covers important elements, such as target market, personas, and value proposition, and also gives examples of how to raise awareness through different channels. This course gives you crucial information important to entrepreneurs.

See salaries and explore the career path for Entrepreneur

Marketing Manager

A Marketing Manager develops and executes marketing strategies to promote products or services. This role can benefit from the 'Branding & Brand Management' course, as branding is crucial to any successful marketing effort. This course builds marketing skills, giving the student a sophisticated edge compared to other marketing professionals. With a focus on brand strategy, tactics and management, the course teaches you to see the bigger picture of branding within the overall marketing framework. This course also discusses ways to improve awareness, recall, and purchase intent, and such information is invaluable to a Marketing Manager.

See salaries and explore the career path for Marketing Manager

Marketing Consultant

A Marketing Consultant provides expert advice and guidance to businesses on their marketing activities, including branding. The 'Branding & Brand Management' course can provide you with a sophisticated edge over other marketers, as this course provides MBA level knowledge of branding and brand management. The course’s case studies, such as the one on Lacoste, provide valuable analytical skills, while the focus on brand strategy and tactics give you essential knowledge helpful to your career. Consultants are often called upon to provide recommendations; this course will help in this regard.

See salaries and explore the career path for Marketing Consultant

Digital Marketing Specialist

A Digital Marketing Specialist executes digital marketing campaigns across various online channels. While this role involves many diverse activities, understanding branding is critical to create consistent and effective campaigns. The 'Branding & Brand Management' course touches on areas such as social media marketing, video marketing, and other related forms of advertising. This course delves into the importance of reaching a target market, which is a critical skill for a Digital Marketing Specialist. Understanding reach, frequency, and other metrics covered in this course can help you make better business decisions.

See salaries and explore the career path for Digital Marketing Specialist

Brand Designer

Brand Designers are responsible for creating the visual elements of a brand's identity, including logos, color palettes, and typography. While this course does not teach design, the 'Branding & Brand Management' course dives deep into the core concepts of branding. This includes the importance of visual identity and how to effectively communicate the brand's message visually. The course also discusses brand sounds and naming. This course offers insights into the brand's overall strategy and tactics, in addition to visual identity, and this is invaluable information for a Brand Designer. In particular, the section on logo evolution will be particularly valuable.

See salaries and explore the career path for Brand Designer

Social Media Manager

A Social Media Manager oversees a brand's presence on social media channels, creating engaging content that aligns with the brand's values. The 'Branding & Brand Management' course provides in-depth knowledge of brand strategy and tactics, which can be incredibly helpful for a Social Media Manager. This course emphasizes the importance of building a brand's story and engaging your audience with a clear purpose, which are important elements of social media management. The instructor's experience can provide invaluable insights which would be important for a Social Media Manager.

See salaries and explore the career path for Social Media Manager

Product Manager

A Product Manager oversees the development and marketing of a particular product. The 'Branding & Brand Management' course is helpful to this role, especially when considering product attributes and how these align with the company's brand. This course emphasizes the need to connect the product or service to the overall brand story. A Product Manager needs to think about the target market as well as the brand's value proposition, and this course covers these fundamental topics. If you wish to become a Product Manager, this course can be a valuable resource.

See salaries and explore the career path for Product Manager

Content Strategist

A Content Strategist plans and oversees the creation of content that aligns with a brand's identity and goals. The 'Branding & Brand Management' course helps here, by teaching the student to understand how a brand's strategy and messaging can be implemented through content. This course emphasizes the importance of understanding a brand's target market and also elaborates on how brands grow. A content strategist should think about brand awareness and value proposition, topics discussed in this course. This course can give you valuable information in how to create effective content that aligns with a company's brand.

See salaries and explore the career path for Content Strategist

Market Research Analyst

A Market Research Analyst studies market conditions to examine how a brand is perceived. They often examine consumer behavior. The 'Branding & Brand Management' course provides crucial background to understanding the meaning of the brand name, the value proposition, and the brand's overall strategy and how it is perceived. This course covers metrics for brand growth, including awareness, recall and purchase intent which are typical performance indicators for brands. A market research analyst will find this course to be very helpful in understanding the brand landscape.

See salaries and explore the career path for Market Research Analyst

Chief Marketing Officer

A Chief Marketing Officer is a high-level executive responsible for overseeing all marketing functions, including branding. The 'Branding & Brand Management' course, with its MBA level approach, may provide a valuable perspective on making informed strategic decisions regarding branding. This course would help a CMO understand how to develop brand strategy, tactics, and management while considering the big picture of marketing. It is recommended that a CMO has a strong knowledge of all aspects of marketing, and branding is an absolutely crucial component. This course may be a useful review on these concepts.

See salaries and explore the career path for Chief Marketing Officer

Public Relations Specialist

A Public Relations Specialist manages a brand's public image and relationships with media and stakeholders. The 'Branding & Brand Management' course covers the importance of brand messaging and how to communicate a brand's story in a compelling way. The course delves into how brands grow and how to raise awareness, which are essential elements to manage a brand's public perception. If you wish to become a Public Relations Specialist, this course may help you understand how to leverage a brand's identity and strategy for better public relations.

See salaries and explore the career path for Public Relations Specialist

Advertising Manager

An Advertising Manager is responsible for planning, directing, and coordinating advertising campaigns to promote a brand. The 'Branding & Brand Management' course may help in this role, as the advertising campaigns should ideally align with the brand's strategy and values. The course also discusses how to increase advertising recall and purchase intent, and topics such as brand awareness and the consumer journey are also covered in this course. If you are interested in becoming an Advertising Manager, this course may be a valuable resource.

See salaries and explore the career path for Advertising Manager

Sales Manager

A Sales Manager leads a team of sales professionals, and it is essential for them to understand the value of the company's brand. The 'Branding & Brand Management' course focuses on understanding how brands grow and how they can create value. The course also discusses important elements such as the customer value proposition and brand positioning. This course may be helpful in that a successful Sales Manager must be able to explain why a customer should choose their company over the competition, and this usually starts with branding.

See salaries and explore the career path for Sales Manager

Branding & Brand Management with Dekker

Branding Strategy+

What's inside

Learning objectives

Syllabus

Traffic lights

Save this course

Reviews summary

Practical branding & brand management insights

Activities

Career center

Reading list

Share

Similar courses