Strategic Brand Management by Coursera
Course Highlights
- Understand and appreciation of the role of brands in in creating business and shareholder value.
- Develop understanding of frameworks and concepts that can help in brand planning and execution.
- Enhance the ability to plan and execute impactful brand strategies.
- Think critically about the strategies and tactics involved in building, managing, leveraging, and sustaining strong brands.
Skills you will learn!
Curriculum
29 Topics
Introduction to the course
Faculty Introduction - Dr. Ashita Aggarwal
Faculty Introduction - Dr. Ruppal Walia Sharma
Faculty Introduction - Dr. Janakiraman Moorthy
Introduction to Brand & Branding
Value of Brands to Companies and Other Stakeholders
What is Branding
Brand Identity
Framework for Brand Identity
Brand Identity Execution
Brand Names
Brand Characters
Brand Logos and Typefaces
Branding and Design - Why is it Important?
Branding and Packaging
Branding in B2B businesses
Branding in not-for-profit Sectors
Syllabus
Reading: Brand and Branding
Reading: Brand Identity
Reading: Brand Design Elements
Reading: Role of Branding Across Business and Sectors
Graded Quiz - Brands and Branding
Practice Quiz - Brand and Branding
Practice Quiz - Brand Identity
Practice Quiz - Brand Design Elements
Practice Quiz - Role of Branding Across Business and Sectors
Introduce Yourself to Your fellow mates
Discussion Forum
18 Topics
What is Positioning?
Why is Positioning Important?
Kind of Positioning
Tools to Identify and Evaluate Positioning
What are Perception Maps?
Unveiling the Perception Maps in Marketing
Positioning and Positioning Statements
Examples of Positioning Statements
Criteria for Evaluating Positioning Statements
Strategies for Sustaining Brand Position
Reading: Positioning- Introduction and Importance
Reading: Tools to Define Positioning
Reading: Managing and Executing Brand Positioning
Graded Quiz - Building Brand Differentiation
Practice Quiz - Positioning- Introduction and Importance
Practice Quiz - Tools to define positioning
Practice Quiz - Managing and Executing Brand Positioning
Discussion Forum- Post a Positioning and Comment on Peer Example
17 Topics
What is Brand Architecture
Understanding Corporate & Product Brands Difference
What Roles do Brands Play in the Portfolio?
How can Brands be Represented?
Relationship Between Master Brand and Sub Brand or Endorsed Brand?
What is the Brand Relationship Spectrum?
How do we Choose a Position on the Brand Relationship Spectrum?
What are Brand Extensions and When Should We Extend a Brand ?
How Far Can a Brand be Extended?
What are the Advantages and Risks Associated with Brand Extensions?
Reading: Brand Portfolio and Brand Roles
Reading: Brand Architecture & Relationships
Reading: Brand Extensions
Graded Quiz - Brand Portfolio and Architecture
Practice Quiz - Brand Portfolio and Brand Roles
Practice Quiz - Brand Architecture & Relationships
Practice Quiz- Brand Extensions
15 Topics
Brand Culture Framework
Brand Personality
6M Part 1
6M Part 2
6M Part 3
Brand Experience Map
Sensory Branding
Example of IBC
Read More About Integrated Brand Experience
Read More About Brand Communication and Storytelling
Read More About Sensory Branding
Graded Quiz - Integrated Brand Experience
Practice Quiz: Integrated Brand Experience
Practice Quiz: Brand Communication and Storytelling
Practice Quiz: Sensory Branding
16 Topics
Why Does Brand Equity Need to be Refreshed?
Laying the Foundation in the Introductory Stage of the Brand Life Cycle
Branching Out in the Growth Stage of the Brand Life Cycle
How do we Identify Value Gaps in the Maturity Stage of the Brand Life Cycle
Finding New Sources Of Value
Sustaining Brand Value: Tata Steel Case
Sustaining Brand Value: KitKat Case
How do we Sustain Value by Leveraging Existing Sources of Brand Equity?
How do we Sustain value by Creating New Sources of Brand Equity?
Read More About Strategic Focus
Read More About Sustaining Brand Value
Read More About Refreshing Brand Equity
Graded Quiz - Refreshing Brand Equity
Practice Quiz: Strategic Focus
Practice Quiz: Sustaining Brand Value
Practice Quiz: Refreshing Brand Equity
17 Topics
Introduction to the Module
Brand Monitoring Control System
What is Brand Equity and Brand Valuation
Importance of Brand Metrics
Assessing Brand Awareness Association and Image
Assessing Customer-Based Brand Equity
Brand Valuation- Concept and Need
Brand Tracking and Control
Brand Management Audit
Read More About Brand Metrics
Read More About Ingredients of Brand Equity Measures
Read More About Brand Valuation
Course Completion: Congratulations and Best Wishes
Graded Quiz - Brands: Monitoring Control and Metrics
Practice Quiz: Brand Metrics
Practice Quiz: Ingredients of Brand Equity Measures
Practice Quiz: Brand Valuation
Strategic Brand Management
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