Course Summary
This course provides an in-depth understanding of brand management and its importance in the modern business world. You will learn how to create, develop, and maintain a brand that resonates with your target audience and drives business success.Key Learning Points
- Learn the key concepts and theories of brand management
- Develop a brand strategy that aligns with your business goals
- Understand how to measure the success of your brand and make data-driven decisions
Related Topics for further study
Learning Outcomes
- Develop a comprehensive brand strategy
- Understand the importance of consumer behavior and market research in brand management
- Learn how to use data to make informed decisions about your brand
Prerequisites or good to have knowledge before taking this course
- Basic understanding of marketing principles
- Familiarity with market research and data analysis
Course Difficulty Level
IntermediateCourse Format
- Online self-paced course
- Video lectures
- Quizzes and assignments
- Peer-reviewed projects
Similar Courses
- Marketing Strategy
- Digital Marketing
- Consumer Behavior
Related Education Paths
Notable People in This Field
- Seth Godin
- David Aaker
Related Books
Description
Identify the critical information needed to develop a product and brand strategy that generates both quick-wins and long-term value. By completing this course, you will be in position to create an activity plan to bring your brand strategy to life - both externally towards consumers and internally to employees. You will be able to define the right metrics for determining success in the implementation of your product and brand strategy, considering any adjustments that may need to be made under a test and learn methodology.
Outline
- Launching new products and the challenge of managing their life-cycle.
- Welcome to the course.
- 1.0 Introduction to the course.
- 1.1 How do you classify new products and what is the product mix?
- 1.2 What is the product lifecycle?
- 1.3 How to grow your product offering?
- 1.4 How to calculate demand for your product.
- 1.5 How to develop and launch new products.
- 1.6 Defining your product pipeline.
- Why Most Product Launches Fail
- How to Estimate Market Demand
- Reading for Module 1 - Product strategy: Portfolio management concepts, types and tools. (Pages 1 to 4).
- Module 1 Summative Assessment
- Developing compelling brands that inspire your most critical stakeholders and impact your bottom line.
- 2.0 What is a brand and why do you need one?
- 2.1 Inputs for developing your brand.
- 2.2 How to analyze your competitors.
- 2.3 Defining your brand model.
- 2.4 What is a brand essence and why is it so important?
- 2.5 What are brand values and why do you need them?
- 2.6 Connecting all the dots: Translating your brand into a positioning statement.
- 2.7 Evaluating your brand strategy.
- A Brand Guide: The Power of Branding
- Reading for Module 2 - Product strategy: Portfolio management concepts, types and tools. (Pages 5 to 9).
- Reading for Module 2 - Power of the Branded Differentiator
- Module 2 Summative Assessment
- Knowing how to communicate your offering: Brand Architecture & naming.
- 3.0 What Brand Architecture is and why you need it.
- 3.1 Brand equity and its relevance in your business.
- 3.2 Which are the different models of brand architecture?
- 3.3 What a branded house is and when to use it.
- 3.4 What a house of brands is and when to use it.
- 3.5 What a hybrid model is and when to use it.
- 3.6 How to develop a brand architecture - part 1.
- How to develop brand architecture - part 2.
- 3.7 Top 5 indicators of a brand architecture issue or opportunity.
- 3.8 Things to consider when naming your brand.
- Reading for Module 3 - Brand Relationship Spectrum
- Reading for Module 3 - Leveraging the Corporate Brand
- Module 3 Summative Assessment
- Building your brand portfolio.
- 4.0 What a product and brand portfolio is and why you need to define it.
- 4.1 What is the relationship between brand portfolio and brand architecture?
- 4.2 How to develop your brand portfolio - part 1.
- 4.2b. How to develop your brand portfolio - part 2.
- 4.3 Managing your brand portfolio (I)
- 4.4 Managing your brand portfolio (II)
- Reading for Module 4 - Product strategy: Portfolio management concepts, types and tools. (Pages 12 to 19).
- Reading for Module 4 - Making brand portfolios work
- Module 4 Summative Assessment
- Translating your brand into compelling customer experiences.
- 5.0 The customer experience journey.
- 5.1 What is the purchase funnel?
- 5.2 The touchpoint concept.
- 5.3 Identifying your touchpoints.
- 5.4 Prioritizing the key touchpoints.
- 5.5 Defining the touchpoints roles.
- 5.6 Implementing the brand at the key touchpoints.
- How to understand my customer's experiences with a product? Use the Customer Experience Journey Tool
- Reading for Module 5: Toward a compelling customer touchpoint architecture
- Module 5 Summative Assessment
- Equipping and engaging employees to deliver on the brand promise.
- 6.0 What is brand engagement and why do you need it?
- 6.1 Defining your internal communication and training program.
- 6.2 Embedding the brand throughout the organization.
- 6.3 Measuring and tracking internal brand behavior.
- 6.4 Key success factors for your brand engagement program.
- 6.5 Closing remarks
- Our next course: Pricing Strategy.
- Reading for Module 6: The Impact of Internal Branding on Employee Motivation and Competitive Advantage
- Module 6 Summative Assessment
Summary of User Reviews
Discover how to build and maintain a strong brand with Coursera's Brand Management course. Students praise the course for its comprehensive content, practical examples, and engaging instructors.Key Aspect Users Liked About This Course
The practical examples provided in the course were particularly helpful, according to many users.Pros from User Reviews
- Comprehensive content covering all aspects of brand management
- Engaging instructors who provide real-world examples
- Practical exercises and assignments that help students apply what they've learned
- Flexible schedule allows students to work at their own pace
- Access to a global community of learners and industry professionals
Cons from User Reviews
- Some users felt that the course could have gone into greater depth on certain topics
- A few users found the assignments to be too simplistic
- The course may not be suitable for those with extensive prior experience in brand management
- Some users experienced technical issues with the Coursera platform
- Certificate of completion may not be as valuable to employers as a degree or other credential
Luis Rodriguez Baptista
4.7 Raiting
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