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Brand Management and Marketing Strategy
Rating: 4.2 out of 5(79 ratings)
399 students

Brand Management and Marketing Strategy

The fundamentals of building strong B2C brands
Created byMohammed Shahbaaz
Last updated 9/2021
English

What you'll learn

  • Learn Sales ,Trade Marketing and Distribution system of consumer goods
  • Introduction to Consumer research and Media planning
  • Learn to how to write a brand concept and develop a brand positioning
  • Learn how to create engaging communication based on consumer insights
  • Learn to decode ads and understand the marketing strategy behind it.
  • Learn the process of developing consumer tested video communication
  • Learn to evaluate advertising options as a brand manager
  • Learn how to select the right media vehicle for your brand communication
  • Learn Brand health evaluation techniques and corresponding actions

Course content

7 sections • 11 lectures • 4h 57m total length

  • Introduction31:21

    Learn how brand management drives marketing strategy through organizational structure, distribution models, and trade marketing, linking consumer insights to sales channels from wholesalers to e-commerce.

Requirements

  • There is no experience needed. I would recommend that you check out my free course on Brand positioning and Marketing communication to get a sense of the kind pedagogy being deployed

Description

This course covers the fundamentals of brand management and marketing strategy of consumer goods.

We start with the basics of sales and distribution of consumer goods. This is important to understand the overall industry and hence look at the role of a brand manager with that context.

We cover the key roles in marketing i.e Consumer research, Media planning and Brand Management.

We then look at how to create a brand positioning by writing a brand concept and using a positioning framework.

Once we've established the brand positioning we use the same to create brand communication.
We not only look at the process of creating brand communication but also what gets some brand to create consistently good communication while others struggle to do so.

We then learn how to evaluate a brand communication, internally as well as using consumer research.

We then move on to learn about the different media vehicles and their unique properties. This helps us answer which media vehicle would be better suited to our brand and message.

We wrap up the course with a look at how brand health is measured. Once we're able to identify the strength and weakness of our brand with consumers, we can take the learning and apply the techniques that we've learnt in the previous sessions.

Who this course is for:

  • Students or aspirant to a marketing or brand management role
  • Sales professionals who aspire to be in a marketing role
  • Sales professionals who intend to understand the marketing system better

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