Brand Management: Build Successful Long Lasting Brands
3.8 (7 ratings)
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Brand Management: Build Successful Long Lasting Brands

A detailed professional guide to plan, create, grow and manage brands that create immense value over time.
3.8 (7 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
192 students enrolled
Last updated 7/2014
English
Current price: $15 Original price: $95 Discount: 84% off
4 days left at this price!
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Includes:
  • 5.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
Plan successful brand
Grow your brand
Learn how to brand 360 degrees
Develop a Valuable and Lasting Brand
View Curriculum
Requirements
  • Basic Marketing and Business Knowledge
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.

Who is the target audience?
  • marketing managers
  • brand managers
  • marketing students
  • business owners
  • start-up companies
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Curriculum For This Course
Expand All 39 Lectures Collapse All 39 Lectures 05:20:44
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Principles of Brand Management
6 Lectures 53:05



Brands matter
06:09

Brands promises
10:02

Brands promises hierarchy
08:14
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360 Branding
5 Lectures 38:05

Designing memorable experience
06:36

Evolutionary Interpretations
02:53


Characteristics of successful brands 2
09:16
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Brand Differentiation
6 Lectures 56:19
Brand differentiation 1
09:09

Brand differentiation 2
08:32


The importance of surround
10:10

Service mapping
08:58

Added value of co-creation
08:40
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Strategic Brand Management
3 Lectures 20:58
Intro to Strategic Brand Management
02:46


Model of strategic brand building process
08:58
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Brand Vision
6 Lectures 41:48
Brand vision - Envisioned future
05:18

Brand vision - Brand purpose
05:47


Learning history
06:55

Organisational culture
10:13

Competing values frameworks
08:17
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Staff as Brand Builders
4 Lectures 29:57
Staff as brand builders
03:18



Need states in yoghurts
12:42
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Brand Audit
5 Lectures 37:59
Audit brandsphere - Corporation
08:30


Audit brandsphere - Consumers
07:38

Audit brandsphere - Competitors
07:44

Audit brandsphere - Marketing environments
04:12
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Brand Evaluation
4 Lectures 42:33
Brand essence
12:06


Brand evaluation 1
10:42

Brand evaluation 2
08:32
About the Instructor
Oxford Learning Lab
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515 Reviews
16,106 Students
19 Courses
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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.

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