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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.

100,908 enrolled on this course

The Secret Power of Brands

100,908 enrolled on this course

  • 6 weeks

  • 3 hours per week

  • Digital certificate when eligible

  • Introductory level

Find out more about how to join this course

Brands are the most potent commercial and cultural force on the planet. Think McDonald’s, Apple, Manchester United, Tate, Google or Harry Potter. 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 influential brand consultancy Wolff Olins to bring you this course, led by renowned consultant Robert Jones.

You’ll learn from practitioners at companies like Virgin and Google. You’ll get a rich mixture of theory and practical tools as well as insights and methods from the converging worlds of technology, design and brand.

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  • Week 1

    How brands work

    • Week 2

      How brands are managed

      • Week 3

        How brands get defined

        • Week 4

          How brands get designed

          • Week 5

            How brands drive organisations

            • Week 6

              Where brands are going next

              When would you like to start?

              Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

              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...

              • 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 your personal brand

              Who is the course for?

              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 do people say about this course?

              "I started taking notes at the beginning of the course and looking back over them I am amazed at the ground that was covered. I'm hoping to find time to type them up (not a small job) then put them to good use when helping my small and medium-sized business clients build their own brands. Thank you, again."

              "I've learnt some really strong practical skills, like using the brand butterfly. I've actually started to use it to educate some of my clients, and think more carefully about their respective brands"

              Who will you learn with?

              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?

              UEA (University of East Anglia)

              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.

              Ways to learn

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              $94/one-off payment



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              Ways to learn

              Choose the best way to learn for you!

              Subscribe & save

              $27.99 /month

              Automatically renews

              Develop skills to further your career

              • Access to this course
              • Access to 1,000+ courses
              • Learn at your own pace
              • Discuss your learning in comments
              • Digital certificate when you're eligible

              Cancel for free anytime

              Buy this course

              $94/one-off payment

              Fulfill your current learning need

              • Access to this course
              • Learn at your own pace
              • Discuss your learning in comments
              • Printed and digital certificate when you’re eligible

              Limited access


              Sample the course materials

              • Access expires 27 Feb 2023

              Find out more about certificates, Unlimited or buying a course (Upgrades)

              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

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