Examine product/brand management decisions and investigate the strategies and tactics to build, measure and manage brand equity. In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding.
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We will examine topics and various strategies related to building, measuring, and managing a brand, including direct and indirect measures of brand equity, structures of desired brand knowledge, choice of brand elements, development of supporting marketing programs, and management of brands over time.
You will learn how to:
- Develop a framework to identify and establish brand positioning and values to build customer based brand equity
- Plan and implement brand marketing programs through integrated marketing communications and brand associations to build brand equity
- Evaluate how a brand equity management system can capture customer mindset and enhance market performance through sources and outcomes of brand equity
- Design specific strategies that focus around extending, revitalising and reinforcing existing brands to retain brand resonance (i.e. loyalty, attachment, community and engagement).
The branding landscape is fast-paced and continually changing, yet is a stimulating and exciting environment in which to work. This course is relevant to anyone working in marketing, communications, public relations, social media and advertising.
This course is part of the Marketing in a Digital World MicroMasters Program.
What you'll learn
- How to identify and establish brand positioning and values
- How to plan and implement brand marketing programs
- How to evaluate a brand equity management system
- How to design strategies that retain existing brand resonance
Prerequisites:
Successful completion of Digital Branding and Engagement and Reputation Management in a Digital World.
Course Syllabus
Topic 1: Introduction to brand management
Introduction to the concept of branding, understanding what a brand is and why branding is important.
Topic 2: Customer-based brand equity (CBBE)
Introduction to CBBE, which includes understanding brand equity from the perspective of the customer and how brand knowledge can influence a consumer’s response to marketing.
Topic 3: Brand resonance
Introduction to brand resonance, which involves identifying the key building blocks to establishing a strong brand.
Topic 4: Brand elements
Introduction to brand elements, such as the brand’s name and logo and how they can not only help distinguish the brand from others but also have the ability to enhance and build brand equity.
Topic 5: Brand value chain
Introduction to the brand value chain and how it is utilized to assess the various sources of brand equity, and how an organization’s marketing activities can influence the overall value of the brand.
Topic 6: Designing brand building marketing programs
Introduction to the various forms of marketing communications and the challenges of designing marketing programs that build brand equity.
Topic 7: Designing and implementing brand architecture strategies
Introduction to how brands implement their brand architecture strategies, including how they ascertain which products and services to introduce, and choosing the right brand elements to apply to new and existing products.
Topic 8: Brand extensions
Introduction to why some brands choose to introduce brand extensions, including understanding the benefits and pitfalls.
Topic 9: Managing brands over time
Introduction to the importance of keeping the brand relevant and up to date in an increasingly volatile and unpredictable environment.
Topic 10: Managing brands over geographic boundaries and market segments
Introduction to the challenges and steps needed to become a global brand, such as understanding different cultures, and learning the importance of catering to the tastes and preferences of the different market segments.
