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Strategic Brand Management with Advertising Week

Discover the secret to great brand management and learn how to implement an innovative, long-term brand strategy.

Brand Management
  • Duration

    2 weeks
  • Weekly study

    3 hours
  • Accreditation

    AvailableMore info
The CPD Certification Service

This course has been certified by the CPD Certification Service as conforming to continuing professional development principles. Find out more.

Create a well-defined, strategic brand identity and vision that lasts

A recent study found that 77% of consumers surveyed have stayed loyal to a specific brand for 10 years or more.

This two-week course will give you the brand management skills you need to implement a brand strategy that keeps your consumers coming back for more.

Discover the value of brand strategy

Almost every organisation has a brand or reputation that should be maintained.

On this course, you’ll learn how to identify a brand’s identity and formulate a defined brand strategy that aligns with consumer needs, emotions, and the competitive business environment.

Learn how Coca Cola built a brand worth $36.2bn alone

Using Coca Cola as a case study, you’ll discover why $36.2bn of Coca Cola’s $200bn net worth belongs to its brand alone – and how it did it.

Designing a strong brand identity requires honing and experimenting with your brand vision and mission.

You’ll develop your knowledge of key strategic branding tools and techniques to consider when curating a brand’s identity, including segmentation, targeting, and brand positioning.

Build a brand plan

Alongside the experts at Advertising Week, you’ll learn how to produce a brand essence framework which accurately represents your brand and its values.

Once you’ve honed your brand identity and strategy, you’ll learn how to model this strategy into a brand plan which resonates with your audience, as well as your organisation’s wider marketing goals.

What topics will you cover?

  • Understanding brand strategy
  • Using segmentation, targeting and positioning
  • Brand visions and missions
  • Brand identity and design
  • Brand architecture
  • Creating a brand plan

Who is this accredited by?

The CPD Certification Service
The CPD Certification Service:

The CPD Certification Service was established in 1996 and is the leading independent CPD accreditation institution operating across industry sectors to complement the CPD policies of professional and academic bodies.

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

  • Demonstrate how to segment and target an audience
  • Demonstrate how to position a brand
  • Experiment with creating brand vision and mission statements
  • Produce a brand essence framework
  • Model brand strategy into a peer-graded marketing plan

Who is the course for?

This course is designed for anyone who wants to understand the basics of branding and brand management.

This includes marketers who are working on brands for the first time and those moving into a role in an organisation where brand management is important.

Who will you learn with?

Managing director for global education at Advertising Week. I run our thought leadership and our learning platform AWLearn.

A supporting educator for the course is Brendan Porter, a practitioner and constantly curious consumer of marketing. Working across a variety of industries including hospitality, CPG and entertainment

Who developed the course?

Advertising Week

AWLearn is the education arm of Advertising Week. Advertising Week is a global thought leadership organization. The AWLearn philosophy is that all our courses and learning follow the same philosophy: Educate, Entertain, Enable. This means our courses offer the educational oversight on a particular topic; we use real-life entertaining case studies featuring professionals who already do these jobs; and show you the tactics that will enable you to get ahead in your career.

Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps to help you keep track of your learning
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control
  • Complete 90% of course steps and all of the assessments to earn your certificate

Want to know more about learning on FutureLearn? Using FutureLearn