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Free online course

The Secret Power of Brands

Understand the role of brands and brand management in the modern world, and start developing your career in the sector.

Free:

  • Access to the course for its duration + 14 days, starting from when you join
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course for as long as it exists on FutureLearn
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

The Secret Power of Brands

Why join the course?

Brands are the most potent commercial and cultural force on the planet. Think about McDonald’s, Apple, Manchester United, Tate, Google or even Harry Potter. This free online course will help you get under the skin of such brands, and ask how and why they become so powerful.

The University of East Anglia has teamed up with one the world’s most influential brand consultancies, Wolff Olins, to bring you this course. It’s built on their hugely successful joint MSc in Brand Leadership and shares the same course leader -­ renowned branding consultant, Robert Jones.

Where could this course take me?

If you’re developing a career in branding -­ or if you work in a related area, like strategy, marketing or innovation -­ this course is for you. It will support your professional development, and also provide you with a taste of what taking a Masters in branding or brand management would be like.

What and how will I learn?

You’ll learn directly from practitioners at companies like Virgin and Google, and watch brand experts in action. You’ll get a rich mixture of powerful theory and practical tools. With branding changing so rapidly, you’ll get the very latest insights and methods from the converging worlds of technology, design and brand.

The course ends by setting up the next stage of your journey. We’ll be opening up the many topics in branding that still need research. And you’ll learn how to define your own personal brand, and plan the next steps in your life in branding.

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What topics will you cover?

  • How brands work: the role brands play in our lives, how brands have changed over time, how brands make a commercial and social impact
  • How brands are managed: the branding industry, the changing world of brand management, managing multiple brands
  • How brands get defined: how brands begin, the aims and shape of a branding project, techniques for defining what a brand wants to stand for
  • How brands get designed: great brand design, the four dimensions of brand design, the fluid processes that lead to great brand design
  • How brands drive organisations: the idea of the brand-led business, the four quadrants of brand action, the role of brand in innovation and change
  • Where brands are going next: the future of brands, your personal brand, ways to continue the journey

When would you like to start?

  • Date to be announced

What will you achieve?

  • Explain what a brand is, and how it influences people’s actions
  • Describe the shape, and the changing dynamics, of the branding industry
  • Start to build a brand by defining a sense of purpose
  • Evaluate the role of design in branding, and the four dimensions on which it works
  • Assess the advantages and techniques of brand-led management
  • Imagine the future of branding, and start to build their own personal brand

Who is the course for?

No academic requirements, but you’ll need to have a deep interest in brands and how they work.

Who will you learn with?

Robert Jones

Robert is a strategist at Wolff Olins, the brand consultants in London, and a visiting professor at the University of East Anglia, UK. ‘Follow’ me using the button below.

Who developed the course?

The University of East Anglia is an internationally renowned university providing top quality academic, social and cultural facilities to over 15,000 students from over 100 countries around the globe.

Buy a personalised, digital and printed certificate and transcript

You can buy a Certificate of Achievement for this course — a personalised certificate and transcript in both digital and printed formats, to prove what you’ve learnt. A Statement of Participation is also available for this course.

Certificate of Achievement + transcript £59.00

Statement of Participation £34.00

Estimate prices in preferred currency

Charges to your account will be made in GBP. Prices in local currency are provided as a convenience and are only an estimate based on current exchange rates.

Course highlights Get a taste of this course before you join: