Brand Management: Build Successful Long Lasting Brands
3.9 (10 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.
3.9 (10 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.
233 students enrolled
Last updated 7/2014
Current price: $10 Original price: $95 Discount: 89% off
5 hours left at this price!
30-Day Money-Back Guarantee
  • 5.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
What Will I Learn?
  • Plan successful brand
  • Grow your brand
  • Learn how to brand 360 degrees
  • Develop a Valuable and Lasting Brand
View Curriculum
  • Basic Marketing and Business Knowledge

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
39 Lectures
Principles of Brand Management
6 Lectures 53:05

Brands matter

Brands promises

Brands promises hierarchy
360 Branding
5 Lectures 38:05

Designing memorable experience

Evolutionary Interpretations

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

Brand differentiation 2

The importance of surround

Service mapping

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

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

Brand vision - Brand purpose

Learning history

Organisational culture

Competing values frameworks
Staff as Brand Builders
4 Lectures 29:57
Staff as brand builders

Need states in yoghurts
Brand Audit
5 Lectures 37:59
Audit brandsphere - Corporation

Audit brandsphere - Consumers

Audit brandsphere - Competitors

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

Brand evaluation 1

Brand evaluation 2
About the Instructor
Oxford Learning Lab
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654 Reviews
17,165 Students
19 Courses
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