Online course in Business & Management

The Secret Power of Brands

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

  • Duration 6 weeks
  • Weekly study 3 hours
  • Learn Free
  • Extra benefits From $99 Find out more

Learn how a brand drives an organisation

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?

Most FutureLearn courses run multiple times. Every run of a course has a set start date but you can join it and work through it after it starts. Find out more

  • Available now
    This course started 14 Oct 2019

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

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

Simon English

Who will you learn with?

Robert Jones

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.

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  • Access to this course for 8 weeks

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Get a taste of this course

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