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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.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

The Secret Power of Brands

Upgrade - $99
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Why join the 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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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?

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.

Karen Leahy

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.

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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.

What’s the difference between a free course and an upgraded course?

Free:

  • Access to the course for its duration + 14 days, regardless of when you join (this includes access to articles, videos, peer review steps, quizzes)
  • No access to course tests
  • No certificate

Upgraded:

  • Unlimited access to the course, for as long as it exists on FutureLearn (this includes access to articles, videos, peer review steps, quizzes)
  • Access to course tests
  • A Certificate of Achievement when you complete the course

Find out more

Get extra benefits, upgrade this course. For $99 (+ shipping) you'll get:

Unlimited access

Upgrading will mean you get unlimited access to the course.

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  • Take the course at your own pace
  • Refer to the material at any point in future

If you’re taking a course for free you have access to the course for its duration + 14 days, regardless of when you join. If you upgrade the course you have access for as long as the course exists on FutureLearn.

Access to tests

When you upgrade you’ll have access to any tests during the course.

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  • Validate your learning
  • Ensure you have mastered the material
  • Qualify for a certificate

To receive a Certificate of Achievement you need to take any tests and score over 70%. You don’t get access to tests if you choose to take a course for free.

Certificate of Achievement

Upgrading means you’ll receive a Certificate of Achievement when you complete the course.

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  • Prove your success when applying for jobs or courses
  • Celebrate your hard work
  • Display on your LinkedIn or CV

To receive a Certificate of Achievement you need to mark 90% of the steps on the course as complete, and score over 70% on any course tests.

Upgrade


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