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Introduction to Strategic Brand Management with Advertising Week

Build practical skills in brand management and discover the importance of effective brand strategy and image.

Introduction to Strategic Brand Management with Advertising Week

Learn how to build a strategic and memorable brand identity and vision

This course will develop your understanding of the discipline and planning that goes into brand management and the basic principles that underpin brand strategy.

Discover the value of brand strategy

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

For anyone working in marketing, an understanding of brand strategy is extremely valuable, whether you work in a commercial, non-profit or governmental organisation.

Explore marketing segmentation and targeted marketing opportunities

As you develop your knowledge of strategic branding you’ll learn how to use segmentation, targeting and positioning to improve your brand identity and attract customers.

Designing a strong brand identity requires honing and experimenting with your brand vision and mission. Experts at Advertising Week will teach you how to produce a brand essence framework which accurately represents your brand and its values.

Learn how to build a brand plan

Once you’ve identified your brand identity and strategy, you’ll learn how to model this strategy into a brand plan which aligns with your wider marketing and business goals.

By the end of this course, you’ll have an in-depth understanding of the importance of brand management and how to create a strategic brand plan.

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

When would you like to start?

Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.

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 an actionable brand 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.

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime
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