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.
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 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
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
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