The Secret Power of Brands (FutureLearn)

The University of East Anglia has teamed up with influential brand consultancy Wolff Olins to bring you this course, led by renowned consultant Robert Jones.

You’ll learn from practitioners at companies like Virgin and Google. You’ll get a rich mixture of theory and practical tools as well as insights and methods from the converging worlds of technology, design and brand.

Syllabus

Week 1: How brands work

Week 2: How brands are managed

Week 3: How brands get defined

Week 4: How brands get designed

Week 5: How brands drive organisations

Week 6: Where brands are going next

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 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.