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Advanced Brand Theory: Strategy, Equity & Psychology
Role Play
Rating: 4.2 out of 5(4 ratings)
2,055 students

Advanced Brand Theory: Strategy, Equity & Psychology

Architecture, Positioning, Cultural Storytelling, Digital Branding, AI Influence & Global Brand Strategy
Role Play
Created byDr. Amar Massoud
Last updated 6/2026
English
English [Auto],

What you'll learn

  • Build and apply brand architecture and positioning frameworks to drive differentiation and growth.
  • Analyze and track brand equity using tools like the CBBE model, valuation methods, and brand health metrics.
  • Incorporate behavioral science, consumer psychology, and cultural branding to shape deep brand meaning.
  • Design digital and global brand strategies that adapt across markets and leverage AI personalization.

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Course content

12 sections • 13 lectures • 1h 17m total length

  • Introduction6:13

    Explore how branding shapes consumer behavior, builds long-term equity, and drives strategic outcomes through psychology and strategy. Apply frameworks to real-world cases with the Global Beverage Company use case.

Requirements

  • A basic understanding of branding, marketing, or business strategy is helpful
  • Curiosity and willingness to explore how human psychology and brand frameworks intersect

Description

This course contains the use of artificial intelligence. Led by Dr. Amar Massoud, a seasoned expert with decades of academic and professional experience, it combines cutting-edge AI support with human insight to deliver content that is precise, practical, and easy to follow. You’ll gain the clarity of structured learning and the confidence of being guided by a recognized authority.

In a marketplace flooded with choices, brands are the ultimate differentiator. This course takes you beyond the basics of logos and messaging and into the strategic, psychological, and analytical depths of modern brand management. Whether you manage a portfolio of brands, lead marketing teams, or are launching a new product, Advanced Brand Theory: Strategy, Psychology, and Growth is your roadmap to building brand power that lasts.

You’ll explore proven frameworks like brand architecture, positioning ladders, competitive mapping, and brand equity valuation. You'll also delve into consumer psychology, understanding how biases, symbols, stories, and emotions influence brand preference and loyalty. You’ll gain fluency in how digital platforms, AI, and culture are shaping the new branding era—and how to harness them for growth.

Packed with case studies, templates, assignments, and a final project, this course equips you to build brands that inspire, grow, and endure.

Who this course is for:

  • Brand Managers responsible for portfolio strategy and identity
  • Marketing Professionals seeking to elevate brand storytelling and performance
  • Business Strategists & Product Managers involved in growth planning and differentiation
  • Entrepreneurs creating purpose-driven or scalable brands
  • MBA Students and advanced learners seeking practical brand-building insight

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