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Updated in [July 18th, 2023]
This course, Branding & Brand Management: Branding Strategy Brand Tactics, provides an MBA-level understanding of branding and brand management. It is designed to give students a comprehensive overview of the foundations of brand strategy and brand tactics, while exploring several case studies from the instructor's hands-on experience and research. The instructor, a former Global Brand Manager at Sony PlayStation, will dispel commonly held myths about branding and provide a reliable resource for understanding brands. The course will cover topics such as luxury brand management & fashion marketing, fast brand growth, FMCG/CPG brand management, B2B brand management, word-of-mouth branding, brand awareness, and more. Students will gain an understanding of how to develop a comprehensive branding and brand marketing strategy, as well as how to raise brand awareness and leverage associations to establish a brand. Upon completion of the course, students will have a solid foundation in branding, brand management, brand marketing, branding strategy, branding success, big brand strategies, and business branding.
Course Syllabus
Key Branding & Brand Management Lessons
Brand Management Lessons from Lacoste
Brand Strategy / Branding Strategy
Brand Tactics (Branding Tactics)
How Brands Grow
The Macro Level Business View of Brands & Branding
Raising Brand Awareness, Ad Recall & Purchase Intent
Important Branding Notes
B2B Branding
Personal Branding
Becoming Famous
Lessons from One Million Followers
Recommended Branding Resources - Video
