What does strategic brand management mean in this course?

In this course, strategic brand management means shaping how a brand is positioned, communicated, measured, and governed over time. The focus is on treating a brand as an ongoing system of choices rather than just a logo or a campaign.

When would you use strategic brand management?

You would use it when a brand needs a clearer place in the market, more consistent communication, or a better way to understand how customers perceive it. The course also frames it as useful when a brand is expanding, innovating, or responding to changing social expectations.

How does strategic brand management fit into a broader workflow?

It sits across the earlier and middle stages of brand work, from defining purpose and positioning to measuring equity and shaping communication. In this course, it also extends into longer-term coordination through innovation, governance, and consistency across touchpoints.

How is strategic brand management different from running individual marketing campaigns?

Individual campaigns focus on specific messages or promotions, while strategic brand management sets the broader direction those efforts should follow. Here, the emphasis is on coherence over time through positioning, equity, communication, and governance.

Do you need any prerequisites before learning strategic brand management?

No specific prerequisites are required for this beginner course. A basic understanding of marketing or branding concepts is helpful, but curiosity about how brands influence customers and society matters more.

What tools, platforms, or methods are used in this course?

The course uses core brand management methods such as brand positioning and brand equity measurement. It also introduces data-based techniques like customer sentiment analysis and brand valuation models, along with governance frameworks for brand consistency.

What specific tasks will you practice or complete in this course?

You practice defining brand positioning, structuring a brand portfolio, and measuring brand equity with customer and stakeholder feedback. You also work on shaping brand communication and applying governance methods to keep the brand consistent over time.

Brand Management: Strategies for a Strong Brand

This course is part of multiple programs.

Instructor: Hector Sandoval

18,788 already enrolled

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2 modules

Gain insight into a topic and learn the fundamentals.

189 reviews

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

2 modules

Gain insight into a topic and learn the fundamentals.

189 reviews

Beginner level

Recommended experience

4 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Understand main advanced brand management strategies, including brand positioning, brand architecture, and brand extensions
Brand equity, data tools, sentiment analysis, and valuation models guide strategic decisions in marketing.
Build a Brand Value Statement with input from customers, departments, and diverse feedback sources to align with brand purpose and customer needs.
Increase awareness on the concept of Brand Governance, and how methods and frameworks can be used to create logical applications and uses of a brand.

Skills you'll gain

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Assessments

2 assignments

Taught in English

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There are 2 modules in this course

In a continuously changing business landscape, brands hold more significance than ever before. As consumers become increasingly discerning, and societal values continuously evolve, understanding the multifaceted roles of brands becomes imperative for driving meaningful market impact.

This course will challenge you to view brands as more than mere assets for business success. We explore how brands resonate with the human experience, influencing not only consumer choices but also shaping social norms and cultural narratives. From fostering emotional connections through compelling storytelling to driving positive societal change, you'll uncover the potential of brands as catalysts for both economic growth and responsible citizenship. This course is designed for marketing professionals, brand managers, entrepreneurs, and anyone seeking to enhance their brand management skills and drive success in the competitive market. It caters to Learners who aim to grasp the significance of brands not only as valuable assets but also as influential entities shaping societal dynamics. There are no specific prerequisites for this course. A basic understanding of marketing principles and branding concepts will be helpful, but not mandatory. An open mind and curiosity about the broader societal impact of brands will enhance the learning experience.

Module details

This module introduces you to the foundations of advanced brand management—understanding how brands create value, earn trust, and communicate meaning. You’ll explore brand strategy frameworks, positioning models, and the concept of brand equity through data-driven analysis. Learners will also examine how storytelling and emotional resonance transform a brand from a business asset into a cultural experience. By the end of this module, you’ll be able to design and measure a compelling brand identity aligned with both organizational purpose and customer expectations.

What's included

16 videos4 readings1 assignment

16 videosTotal 62 minutes

Meet Your Instructor2 minutes
Brand Positioning and Architecture 7 minutes
Brand Extensions and Diversification 4 minutes
Leveraging Technology in Brand Management 5 minutes
Integrated Marketing Communications 5 minutes
Building Brand Advocacy and Loyalty 5 minutes
Customer Based Brand Equity: CBBE Model 4 minutes
Measuring Brand Equity 3 minutes
Social Media Sentiment Analysis 5 minutes
The Role of Brand Associations and Brand Equity 5 minutes
Leveraging Brand Equity for Market Expansion 3 minutes
What is Emotional Branding? 3 minutes
Content Marketing and Storytelling Platforms 3 minutes
Influencer Marketing 2 minutes
Interactive Brand Experiences (Apple, Airbnb) 4 minutes
User Generated Content (UGC) 3 minutes

4 readingsTotal 40 minutes

Welcome to the Course: Lesson Overview10 minutes
Additional Resources10 minutes
Additional Resources10 minutes
Additional Resources10 minutes

1 assignmentTotal 30 minutes

Branding and Marketing Techniques Assessment30 minutes

In this module, the focus shifts from building brand equity to ensuring its long-term vitality. You’ll learn how brands evolve through innovation, stakeholder collaboration, and adaptability to changing markets. The module also emphasizes establishing brand governance systems that sustain consistency, alignment, and ethical representation across all touchpoints. Through practical frameworks and case analyses, you’ll develop the strategic foresight needed to guide brand performance, integrity, and relevance over time.

What's included

10 videos2 readings1 assignment

10 videosTotal 48 minutes

Innovation Strategies for Brand Growth 5 minutes
Sustainable Branding Initiatives 5 minutes
Co-Creation and Collaborative Innovation 6 minutes
Innovation Management Platforms 5 minutes
Brand Governance Frameworks 2 minutes
Digital Asset Management (DAM) Solutions 6 minutes
Global Brand Consistency 6 minutes
Enforcing Brand Guidelines 5 minutes
Brand Compliance and Audits 6 minutes
Conclusion2 minutes

2 readingsTotal 20 minutes

Additional Resources10 minutes
Additional Resources10 minutes

1 assignmentTotal 60 minutes

Final Assessment60 minutes

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Instructor

Instructor ratings

(46 ratings)

Hector Sandoval

Coursera

11 Courses142,397 learners

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Reviewed on Mar 15, 2024

I'm very much satisfied with the teaching method and mode of presentation. It was really engaging and educative.

Reviewed on Aug 10, 2024

Clear explanations and examples which made it easy to understand

Reviewed on Nov 10, 2024

It's an excellent course for beginners in branding. Thanks to the instructor and the Coursera network for this valuable course. I hope to enroll in more courses in this network.

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