Strategic Brand Management: Storytelling & Positioning

Board Infinity via Coursera

Go to class Write review

Overview

Coursera Flash Sale

40% Off Coursera Plus for 3 Months!

Grab it

Build the strategic foundations required to create powerful, differentiated brands in modern markets. This course guides you through brand identity systems, storytelling frameworks, segmentation, positioning, and brand architecture, showing how strong brands are built through clarity of purpose, emotional connection, and consistent execution across digital, physical, and AI-driven touchpoints. You’ll start with brand identity, equity models, differentiation strategies, and purpose-led design. Next, you’ll explore storytelling frameworks, emotional branding, and cultural intelligence to craft narratives that resonate across audiences. You’ll then apply Segmentation, Targeting, and Positioning (STP) frameworks to develop clear value propositions and competitive positioning. Finally, you’ll examine brand architecture models, governance systems, and portfolio strategies to support long-term growth and consistency. This course focuses on practical frameworks, real-world case studies, and applied exercises, so you don’t just learn branding theory, you build structured brand systems. By the end of this course, you will be able to: • Build cohesive brand identity systems grounded in strategy • Craft emotionally resonant brand narratives • Develop STP models and differentiated positioning statements • Design scalable brand architecture and governance frameworks This course is ideal for: -Aspiring brand managers and marketing professionals -Founders and start-up teams building brands from scratch -Content, strategy, or communications professionals upskilling in branding -Learners preparing for roles in brand strategy and marketing leadership Disclaimer: This is an independent educational resource created by Board Infinity for informational and educational purposes only. This course is not affiliated with, endorsed by, sponsored by, or officially associated with any company, organization, or certification body unless explicitly stated. The content provided is based on industry knowledge and best practices but does not constitute official training material for any specific employer or certification program. All company names, trademarks, service marks, and logos referenced are the property of their respective owners and are used solely for educational identification and comparison purposes.

Syllabus

Foundations of Modern Brand Identity

This module establishes the core principles of brand identity and equips learners with the tools to analyze how strong brands create clarity, recognition, and trust across touchpoints. Through videos, readings, quizzes, and an AI-guided dialogue, learners explore the components of identity—from visual and verbal elements to experiential interactions—and understand how these contribute to long-term brand equity. The module also introduces modern industry trends, career paths in brand management, and the evolving role of AI in shaping identity systems. By examining differentiation drivers, competitive landscapes, and real-world identity systems, participants learn to evaluate consistency, identify gaps, and draft a basic identity blueprint. This foundation prepares learners for deeper storytelling and strategic positioning in later modules.

Storytelling, Emotional Branding & Cultural Intelligence

This module explores how powerful storytelling and emotional branding shape consumer perception, connection, and loyalty in modern markets. Learners dive into proven narrative frameworks—such as the Hero’s Journey, StoryBrand, and 3-act structures—to understand how conflict, purpose, and emotional triggers create memorable brand stories. The module also examines the psychology behind consumer emotions, showing how memory, motivation, and behavior influence brand choices. Through inclusive branding principles and cultural intelligence practices, learners discover how to craft stories that resonate across diverse audiences while avoiding bias, stereotypes, and AI-generated content pitfalls. With videos, case studies, quizzes, and an AI dialogue activity, participants learn to evaluate multimedia storytelling and rewrite narratives for global relevance.

Segmentation, Targeting & Positioning (STP)

This module provides a structured, data-informed approach to understanding audiences and defining a brand’s competitive advantage. Learners explore major segmentation variables—demographic, geographic, behavioral, and psychographic—while uncovering deeper motivational insights that drive consumer decisions. Through practical tools, templates, and video-led frameworks, the module guides participants in building detailed personas, evaluating segment attractiveness, and using AI to create dynamic, evolving customer profiles. It then moves into crafting precise positioning statements and value propositions using models like JTBD and Blue Ocean, demonstrating how brands identify whitespace and differentiate themselves in crowded markets. By applying STP principles to real competitive scenarios, learners learn to connect audience needs with brand strengths, ultimately developing clear, compelling, and defensible brand positions.

Brand Architecture, Portfolio Management & Governance

This module teaches learners how to structure, scale, and manage brands within complex portfolios while maintaining clarity and consistency across all touchpoints. It begins with a deep dive into major brand architecture models—monolithic, endorsed, and sub-brand—and explains how each supports growth, market expansion, and strategic differentiation. Learners then analyze portfolio roles, hierarchy mapping, and gap/overlap evaluation to strengthen brand ecosystems. The module also emphasizes the importance of governance, introducing global rulebooks, scalable brand guidelines, and systems for ensuring consistency across digital, physical, and AI-generated content. Through case studies, templates, practical videos, and an AI-powered audit exercise, participants learn how strong governance and well-structured architecture protect equity, reduce confusion, and enable long-term strategic growth.