Brand Management

Once you have a prototype and a clearer vision of the opportunity, you’ll need to create a small organization to discover how to create a repeatable and scalable business model. Designed to provide you with a comprehensive overview of the critical components of a creating a start-up, Entrepreneurship 2: [...]

Professor Nader Tavassoli of London Business School contrasts traditional approaches to branding - where brands are a visual identity and a promise to customers - to brands as a customer experience delivered by the entire organisation. The course offers a brand workout for your own brands, as well as [...]

Learn how fashion and luxury companies work and understand their brands, products, retail, and communication strategies. Travel through business models, international development, and product categories with industry influent experts. Adopting a case-study approach, the course presents strategic brand management in luxury and fashion companies as a balancing act: tradition [...]

Managing a company in the food and beverage industry is a fascinating task. The objective of this course is twofold: first, we will focus on contemporary challenges that managers and entrepreneurs in food and beverage businesses should be able to face; and second, we will provide models and tools [...]

In this course, you will engage in developing and strengthening the emotional component of your career brand. Acting as “your own Chief Executive Officer” (P. Drucker), you will learn how to use strategic marketing models and techniques for enhancing your personal image. Acting as "your own Chief Executive Officer" [...]

Examine product/brand management decisions and investigate the strategies and tactics to build, measure and manage brand equity. In this course, part of the Marketing in a Digital World MicroMasters program, you will learn how to apply the concepts of advertising and marketing to branding.

Understand the role of brands and brand management in the modern world, and start developing your career in the sector. Brands are the most potent commercial and cultural force on the planet. Think McDonald’s, Apple, Manchester United, Tate, Google or Harry Potter. Get under the skin of such brands, [...]

Key brand management terminology and principles are demystified in this course. Do you want to learn the basics of brand management? Do you also want to build a strong brand? This is the course for you! This course takes you through key terminology such as brand identity, brand personality, [...]

How do brands establish deep connections with digital media and maintain the relationship over the long term? Join us and find out what the unique attributes of digital brands are and what you can do to build strong digital brands!