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Marketing & Sales / Product Marketing

Brand Management: Build Successful Long Lasting Brands

A detailed professional guide to plan, create, grow and manage brands that create immense value over time.

Description

What do companies like Apple, Facebook, Coca-Cola, Mercedes, Armani have in common? They are recognized as Brands able to deliver something people love: a superior product experience compare to their competitors. Brand Management: Build Successful Brands will teach you step-by-step how to create amazing brands that are worth money. The course is led by International Thought Leader on Brand Strategy Prof. Leslie de Chernatony, best seller author and professor in leading Universities. This course start with the foundations of brand management. It will open by considering some of the issues involved in nurturing brands. To manage brands effectively there needs to be consensus about the nature of the brand in question. As brands are intangible assets a framework will be presented to characterize the nature of a brand. One of the problems is that an inconsistent approach to supporting the brand may result, so a framework to manage this will be discussed. Ways of building more emotion into a brand will be explored. Effective brand strategy necessitates taking a pan-company perspective to understand the organization's competencies, identify new opportunities and leverage the advantage of corporate culture to deliver the brand promise. Brand success does not result just from focusing on customers, but rather from adopting a more balanced perspective by addressing stakeholders. In an era when it is easy to copy what a brand can deliver (functional values) it is more difficult to copy how the brand is delivered (emotional values). This session will address how by looking inside and outside an organization brands can grow and be sustained. It will open by presenting a model to strategically grow and sustain brands, "From brand vision to brand evaluation". After explaining the model, the different elements of the model will be explored to show how the model can be used to develop valuable brands.
Full details

Curriculum

  • Principles of Brand Management
    Intro - Principles of brand management
    5:15
    Defining brands
    9:53
    Brands matter
    6:10
    Brand promises
    10:03
    Brand hierarchy
    8:15
  • 360 Branding
    360 Brand experience
    9:25
    Designing memorable experience
    6:37
    Evolutionary Interpretations
    2:54
    Characteristics of successful brands 1
    9:57
    Characteristics of successful brands 2
    9:17
  • Brand Differentiation
    Brand differentiation 1
    9:10
    Brand differentiation 2
    8:33
    Added value
    10:51
    The importance of surround
    10:11
    Service mapping
    8:59
    Added value of co-creation
    10:51
  • Strategic Brand Management
    Intro to Strategic Brand Management
    2:47
    Growing Brands
    9:15
    Model of strategic brand building process
    8:59
  • Brand Vision
    Brand vision - Envisioned future
    5:19
    Brand vision - Brand purpose
    5:48
    Learning history
    6:56
    Organizational culture
    10:14
    Competing values frameworks
    8:18
    Brand vision - Brand value
    11:14
  • Staff as Brand Builders
    Staff as brand builders
    3:19
    Aligning brand - staff values
    7:29
    Brand objectives
    6:30
    Need states in yoghurts
    12:43
  • Brand Audit
    Audit brandsphere - Corporation
    8:31
    Audit brandsphere - Distributors
    9:56
    Audit brandsphere - Consumers
    7:39
    Audit brandsphere - Competitors
    7:45
    Audit brandsphere - Marketing environments
    4:13
  • Brand Evaluation
    Brand Essence
    12:07
    Brand resourcing
    11:14
    Brand evaluation 1
    10:43
    Brand evaluation 2
    8:33

Skills

  • Marketing
  • Brand Management

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