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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.
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Desktop, iOS and Android.
Certificate of completion.
|Section 1: Principles of Brand Management|
Intro to Principles of Brand Management CoursePreview
Brands promises hierarchy
|Section 2: 360 Branding|
360 Brand experiencePreview
Designing memorable experience
Characteristics of successful brands 1Preview
Characteristics of successful brands 2
|Section 3: Brand Differentiation|
Brand differentiation 1
Brand differentiation 2
The importance of surround
Added value of co-creation
|Section 4: Strategic Brand Management|
Intro to Strategic Brand Management
Model of strategic brand building process
|Section 5: Brand Vision|
Brand vision - Envisioned future
Brand vision - Brand purpose
Brand vision - Brand valuePreview
Competing values frameworks
|Section 6: Staff as Brand Builders|
Staff as brand builders
Aligning brand - staff valuesPreview
Need states in yoghurts
|Section 7: Brand Audit|
Audit brandsphere - Corporation
Audit brandsphere - DistributorsPreview
Audit brandsphere - Consumers
Audit brandsphere - Competitors
Audit brandsphere - Marketing environments
|Section 8: Brand Evaluation|
Brand evaluation 1
Brand evaluation 2
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.