Brand Management: Build Successful Long Lasting Brands

A detailed professional guide to plan, create, grow and manage brands that create immense value over time.
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  • Lectures 39
  • Length 5.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2013 English

Course Description

What 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 Tought 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.

What are the requirements?

  • Basic Marketing and Business Knowledge

What am I going to get from this course?

  • Plan successful brand
  • Grow your brand
  • Learn how to brand 360 degrees
  • Develop a Valuable and Lasting Brand

What is the target audience?

  • marketing managers
  • brand managers
  • marketing students
  • business owners
  • start-up companies

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Principles of Brand Management
Intro to Principles of Brand Management Course
Preview
05:14
Nurturing Brands
Preview
13:34
Defining brands
Preview
09:52
Brands matter
06:09
Brands promises
10:02
Brands promises hierarchy
08:14
Section 2: 360 Branding
360 Brand experience
Preview
09:24
Designing memorable experience
06:36
Evolutionary Interpretations
02:53
Characteristics of successful brands 1
Preview
09:56
Characteristics of successful brands 2
09:16
Section 3: Brand Differentiation
Brand differentiation 1
09:09
Brand differentiation 2
08:32
Added value
Preview
10:50
The importance of surround
10:10
Service mapping
08:58
Added value of co-creation
08:40
Section 4: Strategic Brand Management
Intro to Strategic Brand Management
02:46
Growing Brands
Preview
09:14
Model of strategic brand building process
08:58
Section 5: Brand Vision
Brand vision - Envisioned future
05:18
Brand vision - Brand purpose
05:47
Brand vision - Brand value
Preview
05:18
Learning history
06:55
Organisational culture
10:13
Competing values frameworks
08:17
Section 6: Staff as Brand Builders
Staff as brand builders
03:18
Aligning brand - staff values
Preview
07:28
Brand objectives
Preview
06:29
Need states in yoghurts
12:42
Section 7: Brand Audit
Audit brandsphere - Corporation
08:30
Audit brandsphere - Distributors
Preview
09:55
Audit brandsphere - Consumers
07:38
Audit brandsphere - Competitors
07:44
Audit brandsphere - Marketing environments
04:12
Section 8: Brand Evaluation
Brand essence
12:06
Brand resourcing
Preview
11:13
Brand evaluation 1
10:42
Brand evaluation 2
08:32

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Instructor Biography

Oxford Learning Lab, Professional Marketing Courses by Top Experts

Oxford Learning Lab is an online provider of Marketing & Business Strategy education.

All the courses have been created under the supervision of Oxford College of Marketing, a Chartered Institute of Marketing (CIM) centre of excellence. Each course has been developed in collaboration with leading experts who have a proven academic or consultancy experience in their field. You can find them working on MBA and University programs with establishments like Wharton, Madrid, Cranfield, Warwick , Aston and Portsmouth to mention just a few. Some of them consult for FTSE 100 and Fortune 500 companies.

Our courses have been created to help you to quickly grasp complex marketing concepts, from Marketing Planning and Segmentation to Social Media Marketing and Analytics, to mention a few.

All the courses are divided into byte-size chunks of information which are easy to absorb. This means if you do not have enough time, you will find that by dipping in and out of the videos a few minutes each day, whenever you can, your understanding of marketing will be transformed.

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