Preaload Image

Introduction to Brand Management

Strategic Brand Management


• To apply and evaluate profitable brand strategies by building, measuring, and managing brand equity.
• To build, measure, and manage brand equity.


Certification is issued by the European Brand Institute in cooperation with ISO council for the ISO 20671 Brand Evaluation Standard


  • After completing the module, the student should be able to:
    1. Understand the role of brands in the current context, where competition is fierce and tangible aspects can be easily copied.
    2. Be involved with the main concepts concerning brand management.
    3. Learn to identify the essential values of a brand, its strong points, and weaknesses, and understand the difference between what a company sells and what the consumer buys.
    4. Practice with all the concepts through a final assignment that has a very practical approach: build a brand concept and the strategy around it.
    5. Understand the different agents that play a role in the process of brand management: client, agency, designer, brand manager

Course Features

  • Lectures 9
  • Quizzes 0
  • Skill level CPD ISO Certification
  • Language English
  • Students 26
  • Assessments Yes

You have 2 weeks remaining for the course

  • Introduction to Brand Management 9

    • Lecture1.1
      • Branding, Brand and Brand Strategy
    • Lecture1.2
      • Brand Identity, Brand Image
    • Lecture1.3
      • Brand Communication and Brand Experience. Brand Touchpoints
    • Lecture1.4
      • Segmentation, Targeting and Insights. How to build a powerful Brand
    • Lecture1.5
      • Brand Concept, Brand Essence, Brand Models and Positioning
    • Lecture1.6
      • Naming, Brand Architecture and Brand Extensions
    • Lecture1.7
      • The role of “design” within Branding
    • Lecture1.8
      • Communication Plan and Commercialization Plan
    • Lecture1.9
      • Complementary content: personal branding, branding 2.0, the branding agencies