К содержимому
learnspaceYOUR NEXT CHAPTER
ПРОСТРАНСТВО ОБУЧЕНИЯ
ГлавнаяКаталог курсовМоё обучениеCoursera

Знания без границ

Учитесь у лучших университетов и компаний мира.

Открыть Coursera
Интеграция
Пространство университета
Моё пространствоСтраница курса
↵
ЯЛичный кабинетСтудент
© 2026 LearnSpaceКаждый день — возможность узнать больше.Помощь
Strategic Brand Management · LearnSpace
Назад в каталог
courseraБизнес

Strategic Brand Management

Курс от S.P. Jain Institute of Management and Research
Начальный≈ 33.7 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

Welcome to the world of strategic brand management, where you'll explore the art and science of creating, maintaining, and enhancing powerful brands. This course offers a comprehensive guide to mastering the principles of brand management, transforming it into more than just a valuable skill. Gain essential knowledge and tools to build strong brands, differentiate in competitive markets, and drive business success. This course is designed for a wide range of individuals, including business professionals, brand managers, marketing enthusiasts, students, or simply curious learners eager to delve into the dynamics of branding. This course will provide you with strategic brand management tools to gain a competitive edge. It will enable leveraging advanced techniques and practical frameworks applicable to real-world branding scenarios. Upon completing this course, you will: 1. Understand and appreciation of the role of brands in in creating business and shareholder value. 2. Develop understanding of frameworks and concepts that can help in brand planning and execution. 3. Enhance the ability to plan and execute impactful brand strategies. 4. Think critically about the strategies and tactics involved in building, managing, leveraging, and sustaining strong brands. The course covers essential topics such as defining brand identity, the role of branding across different sectors, and the importance of brand design elements. You will also learn about brand differentiation, positioning, and how to sustain a brand's position in the market. Furthermore, the course delves into brand portfolio and architecture, providing a comprehensive understanding of brand extensions and their potential impact. Join us to unlock the full potential of strategic brand management and drive your success in the competitive business world.

Навыки, которые вы освоите

Brand ManagementBrand StrategyBrandingValue PropositionsBrand AwarenessBrand LoyaltyBrand MarketingBusiness MetricsCross-Channel MarketingContinuous MonitoringPortfolio ManagementIntegrated Marketing CommunicationsBusiness ValuationStrategic MarketingMarketing ManagementConsumer BehaviourProduct Lifecycle ManagementCompetitive Analysis

Программа курса

6 модулей · 112 учебных материалов

01Brands and Branding29 материалов

Welcome and Introduction

Introduction to the courseВидеоFaculty Introduction - Dr. Ashita AggarwalВидеоFaculty Introduction - Dr. Ruppal Walia SharmaВидеоFaculty Introduction - Dr. Janakiraman MoorthyВидео

Учитесь у экспертов

Dr. Ashita Aggarwal

Dr. Ashita Aggarwal, PhD in Management, MBA(Marketing), Masters in Marketing, Economics Hons., Pursuing DBA from ISB

Janakiraman Moorthy

Преподаватель курса

Dr. Ruppal Walia Sharma

Professor, Marketing

Strategic Brand Management
В каталоге вашей программы

Инвестируйте в себя

Новые знания — в удобное для вас время.

Начать на Coursera

Обучение откроется на Coursera
в новой вкладке

Обучение на Coursera

≈ 33.7 ч

6 модулей

Язык: Английский

Часть программы вашего университета
SyllabusЧтение
Introduce Yourself to Your fellow matesОбсуждение

Introduction to Brand and Branding

Introduction to Brand & BrandingВидеоValue of Brands to Companies and Other StakeholdersВидеоWhat is BrandingВидеоReading: Brand and BrandingЧтениеPractice Quiz - Brand and BrandingЗадание

Defining Brand Identity

Brand IdentityВидеоFramework for Brand IdentityВидеоBrand Identity ExecutionВидеоReading: Brand IdentityЧтениеPractice Quiz - Brand IdentityЗадание

Brand Design Elements

Brand NamesВидеоBrand CharactersВидеоBrand Logos and TypefacesВидеоBranding and Design - Why is it Important?ВидеоBranding and PackagingВидеоReading: Brand Design ElementsЧтениеPractice Quiz - Brand Design ElementsЗадание

Role of Branding Across Business and Sectors

Branding in B2B businessesВидеоBranding in not-for-profit SectorsВидеоReading: Role of Branding Across Business and SectorsЧтениеPractice Quiz - Role of Branding Across Business and SectorsЗаданиеGraded Quiz - Brands and BrandingЗаданиеDiscussion ForumОбсуждение
02Building Brand Differentiation18 материалов

Positioning- Introduction and Importance

What is Positioning?ВидеоWhy is Positioning Important?ВидеоReading: Positioning- Introduction and ImportanceЧтениеPractice Quiz - Positioning- Introduction and ImportanceЗадание

Tools to Define Positioning

Kind of PositioningВидеоTools to Identify and Evaluate PositioningВидеоWhat are Perception Maps?ВидеоUnveiling the Perception Maps in MarketingВидеоReading: Tools to Define PositioningЧтениеPractice Quiz - Tools to define positioningЗадание

Managing and Executing Brand Positioning

Positioning and Positioning StatementsВидеоExamples of Positioning StatementsВидеоCriteria for Evaluating Positioning StatementsВидеоStrategies for Sustaining Brand PositionВидеоDiscussion Forum- Post a Positioning and Comment on Peer ExampleОбсуждениеReading: Managing and Executing Brand PositioningЧтение
03Brand Portfolio and Architecture17 материалов

Introduction to Brand Portfolio and Brand Roles

What is Brand ArchitectureВидеоUnderstanding Corporate & Product Brands DifferenceВидеоWhat Roles do Brands Play in the Portfolio?ВидеоReading: Brand Portfolio and Brand RolesЧтениеPractice Quiz - Brand Portfolio and Brand RolesЗадание

Brand Architecture & Relationships- Concepts and Principles

How can Brands be Represented?ВидеоRelationship Between Master Brand and Sub Brand or Endorsed Brand?ВидеоWhat is the Brand Relationship Spectrum?ВидеоHow do we Choose a Position on the Brand Relationship Spectrum?ВидеоReading: Brand Architecture & RelationshipsЧтениеPractice Quiz - Brand Architecture & RelationshipsЗадание

Brand Extensions

What are Brand Extensions and When Should We Extend a Brand ?ВидеоHow Far Can a Brand be Extended?ВидеоWhat are the Advantages and Risks Associated with Brand Extensions?ВидеоReading: Brand ExtensionsЧтениеPractice Quiz- Brand ExtensionsЗаданиеGraded Quiz - Brand Portfolio and ArchitectureЗадание
04Integrated Brand Experience15 материалов

Foundations of Integrated Brand Experience

Brand Culture FrameworkВидеоBrand PersonalityВидеоRead More About Integrated Brand ExperienceЧтениеPractice Quiz: Integrated Brand ExperienceЗадание

Brand Communication and Storytelling

6M Part 1Видео6M Part 2Видео6M Part 3ВидеоRead More About Brand Communication and StorytellingЧтениеPractice Quiz: Brand Communication and StorytellingЗадание

Sensory Branding

Brand Experience MapВидеоSensory BrandingВидеоExample of IBCВидеоRead More About Sensory Branding ЧтениеPractice Quiz: Sensory Branding ЗаданиеGraded Quiz - Integrated Brand ExperienceЗадание
05Managing Brands Over the Lifecycle16 материалов

Strategic Focus: Early stages of the Brand Life Cycle

Why Does Brand Equity Need to be Refreshed?ВидеоLaying the Foundation in the Introductory Stage of the Brand Life CycleВидеоBranching Out in the Growth Stage of the Brand Life CycleВидеоRead More About Strategic FocusЧтениеPractice Quiz: Strategic FocusЗадание

Sustaining Brand Value : Maturity stage of Brand Life Cycle

How do we Identify Value Gaps in the Maturity Stage of the Brand Life CycleВидеоFinding New Sources Of ValueВидеоSustaining Brand Value: Tata Steel CaseВидеоSustaining Brand Value: KitKat CaseВидеоRead More About Sustaining Brand ValueЧтениеPractice Quiz: Sustaining Brand ValueЗадание

Refreshing Brand Equity

How do we Sustain Value by Leveraging Existing Sources of Brand Equity?ВидеоHow do we Sustain value by Creating New Sources of Brand Equity?ВидеоRead More About Refreshing Brand EquityЧтениеPractice Quiz: Refreshing Brand EquityЗаданиеGraded Quiz - Refreshing Brand EquityЗадание
06Brands: Monitoring, Control and Metrics17 материалов

Introduction and Importance of Brand Metrics

Introduction to the Module ВидеоBrand Monitoring Control System ВидеоWhat is Brand Equity and Brand Valuation ВидеоImportance of Brand MetricsВидеоRead More About Brand MetricsЧтениеPractice Quiz: Brand MetricsЗадание

Ingredients of Brand Equity Measures

Assessing Brand Awareness, Association, and Image ВидеоAssessing Customer-Based Brand EquityВидеоRead More About Ingredients of Brand Equity MeasuresЧтениеPractice Quiz: Ingredients of Brand Equity MeasuresЗадание

Brand Valuation- Concept and Application

Brand Valuation- Concept and Need ВидеоBrand Tracking and Control ВидеоBrand Management AuditВидеоRead More About Brand ValuationЧтениеPractice Quiz: Brand ValuationЗаданиеGraded Quiz - Brands: Monitoring, Control and MetricsЗадание
Practice Quiz - Managing and Executing Brand PositioningЗадание
Graded Quiz - Building Brand DifferentiationЗадание
Course Completion: Congratulations and Best WishesЧтение