Brand Management: Build Successful Long Lasting Brands
4.1 (247 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,294 students enrolled

Brand Management: Build Successful Long Lasting Brands

A detailed professional guide to plan, create, grow and manage brands that create immense value over time.
4.1 (247 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,294 students enrolled
Last updated 3/2019
English
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Current price: $104.99 Original price: $149.99 Discount: 30% off
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This course includes
  • 5.5 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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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
Expand all 39 lectures 05:26:39
+ 360 Branding
5 lectures 38:05
Designing memorable experience
06:36
Evolutionary Interpretations
02:53
Characteristics of successful brands 2
09:16
+ Brand Differentiation
6 lectures 56:19
Brand differentiation 1
09:09
Brand differentiation 2
08:32
The importance of surround
10:10
Service mapping
08:58
Added value of co-creation
08:40
+ Strategic Brand Management
3 lectures 20:58
Intro to Strategic Brand Management
02:46
Model of strategic brand building process
08:58
+ Brand Vision
6 lectures 47:43
Brand vision - Envisioned future
05:18
Brand vision - Brand purpose
05:47
Learning history
06:55
Organisational culture
10:13
Competing values frameworks
08:17
+ Brand Audit
5 lectures 37:59
Audit brandsphere - Corporation
08:30
Audit brandsphere - Consumers
07:38
Audit brandsphere - Competitors
07:44
Audit brandsphere - Marketing environments
04:12
+ Brand Evaluation
4 lectures 42:33
Brand essence
12:06
Brand evaluation 1
10:42
Brand evaluation 2
08:32