Brand Management

Brand Management: Aligning Business, Brand and Behaviour

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as guest videos from leading branding professionals. The aim of the course is to change the conception of brands as being an organisation's visual identity (e.g., logo) and image (customers' brand associations) to an experience along "moments-that-matter" along the customer journey and, therefore, delivered by people across the entire organisation. Brands are thus not only an external promise to customers, but a means of executing business strategy via internal brand-led behaviour and culture change. You will learn and practice the following skills: 1. How to build brands from a broad organisational perspective 2. How to lead brand-led culture change with human resource practices at the core (i.e., brand as a lever and not just an outcome) 3. How to build brands in multi-brand companies, across cultures and geographies 4. How to measure brand health in new ways, that is, internally in addition to externally 5. How to value and capture returns to brands across the organisation - introducing the new concept of employee-based brand equity - and how this is different from the valuation of brands as intangible assets. This course allows you to develop the following aspects of yourself: 1. Head. Gain a deeper understanding of the evolving practice of brand management, one that goes further than practiced in most organisations today 2. Heart. Be motivated to engage in delivering your own brands – regardless of where you are in your organisation – thereby creating superior value for customers and for your organisation 3. Hands. Translate learnings into action. As Confucius is supposed to have said: “I hear and I forget. I see and I remember. I do and I understand.”

Brand Management

Coursera course: Strategic Brand Management

Brand and Product Management

The main objective is identify the critical information needed to develop a product and brand strategy that generates both quick wins and long-term value. Along this course, you will learn brand and product strategy key concepts such as product lifecycle, product demand estimation, product and brand development and launching, product pipeline, competitors analysis, brand essence and identity, brand architecture, brand equity, brand portfolio, customer experience journey, purchase funnel, key customer touchpoints and brand engagement. By completing this course, you will be able to create an activity plan to bring your brand strategy to life - both externally toward consumers and internally toward employees. You will be able to define the right metrics for determining success when implementating your product and brand strategy, considering any adjustments that may need to make under a test-and-learn methodology. Luis Rodriguez Baptista - a professor at IE University and Marketing Consultant - will guide you through six modules that begin by explaining the challenge of managing products through their "lifecycle" and culminates with learning how to equip your employees with knowledge of how to deliver on your brand promise. The course features interviews with consumers and industry professionals, which help illustrate the importance of brand strategy. Brand and product management is a unique course that enables your understanding on the importance of brand and product management and then use brand development tools, architecture, and portfolios, to achieve success. This course is also available in Spanish. To join the fully translated Spanish version, visit this page: https://www.coursera.org/learn/gestion-marca-producto

Advanced Brand Management

Key brand management terminology and principles are demystified in this course.

📚Books(3)

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Building Strong Brands

Building Strong Brands - A book resource

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Brand Leadership

Brand Leadership - A book resource

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Strategic Brand Management

Strategic Brand Management - A book resource

🌐Websites(6)

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Interbrand Knowledge Center

Expert articles on brand strategy

BrandMentions Blog

Brand management tips and tools

HubSpot Academy - Branding Lessons

Free branding courses and resources

hbr.org

Harvard Business Review (HBR) is a leading business publication offering research-based articles, case studies, and practical insights on strategy, marketing, branding, and leadership. It features in-depth analyses, how-to guides, and real-world examples on brand management, brand strategy, consumer behavior, and organizational decision-making.

brandingmag.com

Branding Magazine is a publication focused on branding and brand management, exploring strategy, identity design, brand positioning, and related topics. It offers expert articles, case studies, interviews with brand leaders, industry news, and trend analyses for marketers and designers.

ama.org

The American Marketing Association (AMA) is a professional organization for marketers offering education, research, events, and certification resources. The site hosts articles, journals, case studies, and tools on branding, brand management, and broader marketing topics.