Brand Management

About this course

This specialization guides learners through the principles and practices of brand management, structured across three progressive courses. The first course establishes foundational knowledge, covering branding concepts, understanding brand users, assessing brand equity, and leveraging data for insights and measurement. Learners develop a clear understanding of how brands create value and influence consumer behavior. The second course emphasizes application, focusing on creating new brands, maintaining brand consistency, and managing brand growth. Participants learn to implement strategies that reinforce brand identity and support long-term success. This course bridges foundational knowledge with actionable brand-building techniques. The final course addresses advanced strategies in brand relevance, communal branding, globalization, ethics, brand purpose, and crisis management. Learners gain insight into sustaining brand strength in complex environments, navigating global challenges, and ensuring ethical brand practices. The sequence ensures a cohesive learning journey from fundamentals to strategic brand management. This Specialization is based on the book Brand Management, by Michael Beverland

Course objectives

• provide foundational knowledge of branding
• teach practical application of brand management
• explore advanced strategies in branding