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Brand Strategy Foundations

Brand Strategy Foundations

This course is part of Brand Strategy: Build, Position, and Grow Specialization

Instructor: Amy Linde, MBA

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

Beginner level

Recommended experience

6 hours to complete

Flexible schedule

Learn at your own pace

What you'll learn

Explore how brands live in the mind by understanding how perceptions and feelings shape meaning.
Understand how impressions, expectations, and trust make brands meaningful and memorable.
Evaluate how everyday experiences reinforce or break expectations and shape brand perception over time.

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

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Learn more about Coursera for Business

logos of Petrobras, TATA, Danone, Capgemini, P&G and L'Oreal

Build your subject-matter expertise

This course is part of the Brand Strategy: Build, Position, and Grow Specialization

When you enroll in this course, you'll also be enrolled in this Specialization.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

Brand Strategy Foundations explores how brands are built, experienced, and trusted over time. You’ll learn what a brand truly is, how perceptions are formed, and why expectations and consistency play a critical role in shaping trust.

The course focuses on helping you evaluate brands more strategically by understanding how experiences influence perception and how strong brands create clarity across every interaction. By the end, you’ll be able to assess brand strength using a structured approach and understand what makes a brand credible, consistent, and effective. This foundation sets the stage for defining your own brand strategy and positioning with intention.

Module details

This module introduces a modern understanding of what a brand truly is. You’ll examine how brands differ from products, logos, and marketing campaigns, and explore why a brand exists in the mind rather than in materials. You’ll learn how perception forms through repeated experience and why some brands become meaningful, memorable, and trusted over time. The lessons are clear and practical, designed to give you a strong foundation for analyzing how people form expectations and connections with the brands they encounter every day.

What's included

5 videos1 reading2 assignments

5 videosTotal 18 minutes

Welcome to the Course4 minutes
What Is Branding4 minutes
Elements That Form a Brand4 minutes
How Brand Perception Forms3 minutes
Seeing Brands More Clearly: From Reaction to Observation 4 minutes

1 readingTotal 10 minutes

Module Summary and Key Concepts10 minutes

2 assignmentsTotal 45 minutes

Midpoint Practice Quiz15 minutes
End-of-Module Graded Quiz30 minutes

This module explores how brand perception forms in the mind through pattern recognition, memory, and association. You’ll examine how first impressions set expectations, how images, feelings, and stories become stored as meaning, and how repetition and consistency determine whether those associations strengthen into belief. Rather than treating branding as persuasion, this module focuses on the psychological process behind perception, why meaning forms quickly, why it becomes sticky, and why it changes slowly. By the end, you’ll understand brand perception as a pattern-based process shaped by repeated experience over time.

What's included

4 videos1 reading2 assignments

This module connects brand perception to real-world experience. You’ll explore how expectations are formed, how key interactions shape trust, and what happens when a brand’s delivered experience aligns, or conflicts, with what people anticipate. You’ll learn how trust builds through consistency over time and how even a single moment can strengthen or weaken long-term loyalty. By the end of this module, you will understand how brand promises become lived experiences—and why trust is one of the most powerful outcomes of consistent delivery.

What's included

3 videos1 reading1 assignment

In this final module, you will learn how to evaluate a brand systematically using the concepts from earlier modules. Rather than reacting to isolated experiences, you will assess patterns, alignment, consistency, and trust signals over time. You’ll examine how expectations interact with experience, how signals accumulate into meaning, and how to identify strengths and inconsistencies. By the end of this module, you will complete a structured evaluation of a brand of your choice.