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30-Day Money-Back Guarantee

This course includes:

  • 5.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
Business Management Brand Management

Brand Management: Build Successful Long Lasting Brands

A detailed professional guide to plan, create, grow and manage brands that create immense value over time.
Rating: 4.0 out of 54.0 (362 ratings)
1,621 students
Created by Oxford Learning Lab
Last updated 3/2019
English
English [Auto]
30-Day Money-Back Guarantee

What you'll learn

  • Plan successful brand
  • Grow your brand
  • Learn how to brand 360 degrees
  • Develop a Valuable and Lasting Brand

Requirements

  • Basic Marketing and Business Knowledge

Description

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 on how to create amazing brands that are worth money.

The course is led by International Thought Leader on Brand Strategy Prof. Leslie de Chernatony, best seller author and professor in leading Universities.


This course starts 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 a consensus about the nature of the brand in question. As brands are intangible assets, a framework will be presented to characterize the quality 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 challenging to replicate 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 support 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 this course is for:

  • marketing managers
  • brand managers
  • marketing students
  • business owners
  • start-up companies

Course content

8 sections • 39 lectures • 5h 26m total length

  • Preview05:14
  • Preview13:34
  • Preview09:52
  • Brands matter
    06:09
  • Brands promises
    10:02
  • Brands promises hierarchy
    08:14

  • Preview09:24
  • Designing memorable experience
    06:36
  • Evolutionary Interpretations
    02:53
  • Preview09:56
  • Characteristics of successful brands 2
    09:16

  • Brand differentiation 1
    09:09
  • Brand differentiation 2
    08:32
  • Preview10:50
  • The importance of surround
    10:10
  • Service mapping
    08:58
  • Added value of co-creation
    08:40

  • Intro to Strategic Brand Management
    02:46
  • Preview09:14
  • Model of strategic brand building process
    08:58

  • Brand vision - Envisioned future
    05:18
  • Brand vision - Brand purpose
    05:47
  • Preview11:13
  • Learning history
    06:55
  • Organisational culture
    10:13
  • Competing values frameworks
    08:17

  • Staff as brand builders
    03:18
  • Preview07:28
  • Preview06:29
  • Need states in yoghurts
    12:42

  • Audit brandsphere - Corporation
    08:30
  • Preview09:55
  • Audit brandsphere - Consumers
    07:38
  • Audit brandsphere - Competitors
    07:44
  • Audit brandsphere - Marketing environments
    04:12

  • Brand essence
    12:06
  • Preview11:13
  • Brand evaluation 1
    10:42
  • Brand evaluation 2
    08:32

Instructor

Oxford Learning Lab
Professional Marketing Courses by Top Experts
Oxford Learning Lab
  • 4.1 Instructor Rating
  • 2,474 Reviews
  • 24,795 Students
  • 24 Courses

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 bite-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.

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