• UEA - University of East Anglia logo

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.

The Secret Power of Brands
  • Duration6 weeks
  • Weekly study3 hours

Explore how brand strategy works and learn why brand identity is so important

Brands like McDonald’s, Apple, Manchester United, Google or Harry Potter are some of the most potent commercial and cultural forces on the planet.

On this course, led by renowned consultant Robert Jones, you’ll get under the skin of these brands, and ask how and why they’ve become so powerful. You’ll learn the concepts of brand identity and brand strategy from practitioners at companies like Virgin and Google.

You’ll also receive insights and methods from the converging worlds of technology, design and brand, and develop the skills needed to be a successful brand manager.

Download video: standard or HD

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

Add to Wishlist to be emailed when new dates are 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 brand management,­ or if you work in a related area, like strategy, marketing or innovation, then­ 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 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.

Learner reviews

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join: