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Brand Marketing: creating powerful brands
Rating: 4.1 out of 5(39 ratings)
156 students

Brand Marketing: creating powerful brands

A step-by-step process for managing brands to create shareholder value. A quantitative approach to brand equity.
Last updated 3/2020
English

What you'll learn

  • Understand the Value Proposition for customers
  • Create long term brand value
  • Understand the complex relationship between brands and consumers
  • How brands create value for customers

Course content

1 section8 lectures1h 11m total length
  • Introduction - Content overview2:50
  • What we mean by 'value' and the impact of technology on value6:44

    Explore how brands create customer value and shareholder value through technology. See how value concepts—from Porter value chain to value proposition—shape strategy and leverage artificial intelligence, blockchain, augmented reality, and analytics.

  • What a brand is and its role in creating corporate value11:22
  • There is no such person as a “customer” and customers are not rational9:59
  • Organising customers into groups and the bedrock of successful strategy10:00
  • How brands create value for customers6:12

    Explore how brands create value for customers by defining brand equity and customer equity, comparing valuation methods, and linking intangible brand assets to future cash flows and customer lifetime values.

  • How to calculate the shareholder value that brands create14:33
  • Conclusion: Cost of capital, marketing risk assessment and intangible assets10:13

    Delve into the cost of capital, wacc, and the capital asset pricing model. Conduct probabilistic risk assessment of marketing strategies and review IFRS 3 guidelines on goodwill and intangible assets.

Requirements

  • General business knowledge
  • Understanding brand concept

Description

Everything an organization does, from R & D through to after-sales service, manifests itself in the value proposition made to customers and this is represented by the brand.

The one constant in the turbulent marketing landscape has been the crucial role of brands in the creation of shareholder value.

This online workshop provides a step-by-step process for managing brands in such a way that they create shareholder value. More importantly, it spells out a quantitative approach to the frequently misunderstood and poorly managed topic of brand equity.


The workshop consists of six modules plus optional appendices containing useful technical/legal details

• Module 1 defines the real meaning of value

• Module 2 explains what brands are and their role in corporate strategy

• Module 3 unravels the complex relationship between brands and consumers

• Module 4 explains the bedrock of successful brand management

• Module 5 spells out how brands create value for customers

• Module 6 explains how to quantify the shareholder value that brands create


Whilst it has been written with marketers in mind, this workshop is definitely not just for the likes of brand managers. Branding deeply affects everyone in the organization and if the brand is not differentiated, carefully positioned, and professionally managed, all its stakeholders will be adversely affected, not just its employees. This course will also enable directors and accountants to make a major contribution to the management of their most important asset: their brand.



Who this course is for:

  • Chief Executive
  • Chief Marketing Officer
  • Start Up
  • Brand Managers
  • Accountants and Financial Officiers