Overview

Google, IBM & Meta Certificates – 40% Off

One plan covers every Professional Certificate on Coursera.

This course teaches practical strategies for creating, launching, and sustaining brands effectively. Learners gain insight into positioning, naming, and communicating new brands to maximize market impact. Participants develop skills to maintain brand consistency through audits, integrated communications, and internal alignment. The course also explores methods for managing brand growth via extensions, co-branding, and portfolio management. It combines theory with real-world applications using videos, case studies, and interactive quizzes. Learners can directly apply frameworks to practical branding challenges for measurable results. This course is designed for marketing professionals, brand managers, and business leaders seeking hands-on experience in brand creation and growth. No prior experience in brand management is required. This course is part two of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. Copyright ©2021 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Creating New Brands

This module guides learners through the essential steps of building a new brand, from foundational research and positioning to internal and external brand launches. Participants will explore strategies for defining brand elements, conducting positioning research, and articulating a compelling brand identity. By the end, learners will understand how to create, launch, and assess a brand that aligns with organizational goals and user needs.

Brand Consistency

This module explores strategies for maintaining brand consistency by aligning internal operations with external communications. Learners will discover tools such as brand audits and integrated marketing communications to ensure authentic and credible brand messaging. The module also covers how to craft compelling brand experiences and communicate brand value effectively to stakeholders.

Managing Brand Growth

This module explores the financial and strategic considerations involved in expanding brands, including evaluating brand extension opportunities, managing risks of brand dilution, and structuring brand portfolios. Learners will examine different types of brand extensions, co-branding strategies, and the principles of brand architecture to support sustainable brand growth.